Social advertising and radio-ecological education as new principles of advertising campaign

International Nuclear Information System (INIS)

Stonogina, Julia

1999-01-01

Probably everyone would name commercial interest and high costs as the basic features of advertising campaign. In 1998 Radon decided to conduct the public information campaign in radioecology. The program consists of several key areas, which include close contacts with journalists, primarily with TV reporters, relating to the above-mentioned topic. This approach helped to promote the idea of public radiation safety to TV screens. From July to December 1998, TV clips about radioactive pollution in new residential districts located on former waste grounds and dumps came out on a weekly basis. Thus, the new dwellers became well aware of potential danger and could protect themselves against it. We also gave priority to the stories about an increased radiation background or high concentrations of radon or mercury in children's care centers and schools. We hoped that it would make the parents be more careful in choosing the places where their children had to spend a lot of time. The third popular topic with the reporters was the city markets during radiological checks of products, such as mushrooms, berries, meat, etc. The environmental public informational campaign is unique in Russia

Mediacampaign: A Multimodal Semantic Analysis System for Advertisement Campaign Detection

NARCIS (Netherlands)

Rehatschek, Herwig; Sorschag, Robert; Rettenbacher, Bernhard; Zeiner, Herwig; Nioche, Julien; de Jong, Franciska M.G.; Ordelman, Roeland J.F.; van Leeuwen, David A.

MediaCampaign's scope is on discovering and inter-relating advertisements and campaigns, i.e. to relate advertisements semantically belonging together, across different countries and different media. The project’s main goal is to automate to a large degree the detection and tracking of advertisement

Social media in advertising campaigns: examining the effects on perceived persuasive intent, campaign and brand responses

OpenAIRE

Voorveld, H.A.M.; van Noort, G.

2014-01-01

Inspired by the increasing popularity of advertising on social media, and especially on social network sites (SNSs), the aim of this study is to give insight into the effectiveness of SNS advertising. The first experimental study compares consumer responses to advertising on SNSs and television (TV) and demonstrates that while TV campaigns are evaluated more positively, SNS campaigns result in more favourable cognitive responses. Moreover, the persuasive intent of SNS campaigns is less recogn...

Visual attention to alcohol cues and responsible drinking statements within alcohol advertisements and public health campaigns: Relationships with drinking intentions and alcohol consumption in the laboratory.

Science.gov (United States)

Kersbergen, Inge; Field, Matt

2017-06-01

Both alcohol advertising and public health campaigns increase alcohol consumption in the short term, and this may be attributable to attentional capture by alcohol-related cues in both types of media. The present studies investigated the association between (a) visual attention to alcohol cues and responsible drinking statements in alcohol advertising and public health campaigns, and (b) next-week drinking intentions (Study 1) and drinking behavior in the lab (Study 2). In Study 1, 90 male participants viewed 1 of 3 TV alcohol adverts (conventional advert; advert that emphasized responsible drinking; or public health campaign; between-subjects manipulation) while their visual attention to alcohol cues and responsible drinking statements was recorded, before reporting their drinking intentions. Study 2 used a within-subjects design in which 62 participants (27% male) viewed alcohol and soda advertisements while their attention to alcohol/soda cues and responsible drinking statements was recorded, before completing a bogus taste test with different alcoholic and nonalcoholic drinks. In both studies, alcohol cues attracted more attention than responsible drinking statements, except when viewing a public health TV campaign. Attention to responsible drinking statements was not associated with intentions to drink alcohol over the next week (Study 1) or alcohol consumption in the lab (Study 2). However, attention to alcohol portrayal cues within alcohol advertisements was associated with ad lib alcohol consumption in Study 2, although attention to other types of alcohol cues (brand logos, glassware, and packaging) was not associated. Future studies should investigate how responsible drinking statements might be improved to attract more attention. (PsycINFO Database Record (c) 2017 APA, all rights reserved).

Attitudes toward Shock Advertising of Western-European and Serbian University Students With Regard To Public Health Context (Anti-Smoking and Anti-HIV/AIDS Campaigns)

OpenAIRE

Krstic, Tamara

2007-01-01

The main objective of this dissertation is to examine attitudes toward shock advertising of western-European and Serbian university students with regard to public health context (anti-smoking and anti-HIV/AIDS campaigns). Although the use of shock advertising is widely adopted in practice, there has not been extensive research with regard to this topic. Public health context is of special interest in this dissertation as there is an urge for social marketing on Serbian market. The results of ...

Evaluation of Advertising Campaigns on Social Media Networks

Directory of Open Access Journals (Sweden)

Jurgita Raudeliūnienė

2018-03-01

Full Text Available As the virtual environment is constantly changing, not only users’ informational and knowledge needs but also the means and channels of communication with customers applied by organizations change. There is a noticeable trend to move more and more advertising campaigns to social media networks because of the opportunities they provide to organizations and users, which results in the ever-increasing popularity of social media networks and a number of their users. Such a transition is explained by one of the main objectives organizations have: to inform their customers in an appropriate way and receive feedback on social media networks, which is difficult when traditional advertising channels and means are applied. Since advertising campaigns on social media networks are evolving rapidly, their assessment factors and methods, which receive controversial opinions in both scientific literature and practice, change too. Researchers assess and interpret the factors that influence the effectiveness of advertising campaigns on social media networks differently. Thus, a problem arises: how should we evaluate which approach is more capable of accurately and fully reflecting and conveying reality? In this research, this problem is studied by connecting approaches of different researchers. These approaches are linked to the effectiveness assessment of advertising campaigns on social media network aspects. To achieve the objective of this study, such research methods as analysis of scientific literature, multiple criteria and expert assessment (a structured survey and an interview were applied. During the study, out of 39 primary assessment factors, eight primary factors that influence the effectiveness of advertising campaigns on social media networks were identified: sales, content reach, traffic to website, impressions, frequency, relevance score, leads and audience growth.

EDF launching a new advertising campaign for nuclear power

International Nuclear Information System (INIS)

Fouilloux, Jean-Michel; Chaussade, Jean-Pierre

1998-01-01

Full text: Starting on November 12 [art, Electricite de France launched its sixth advertising campaign for nuclear power, running in newspapers, magazines and on television. Inserts were published in 10 national daily newspapers and 7 magazines spread over a week period. A 40 second TV commercial will also be broadcast on 15 different channels between November 17 and December 7,1997. In a setting of renewed opposition to nuclear power, the 1997 campaign is a deliberate voicing of opinion and a response designed to instill responsibility and clearly inform the public over the results of the French nuclear electricity programme. The campaign, costing 22 million francs 9 million for the publication of inserts and 13 million for the TV spots) dwells heavily on the programme's comparative benefits for France. The TV commercial, created by the ad agency Callegari Berville, conveys communication based on proof. The rationale is informative in tone, stating that nuclear power ensures a part, of France's independence for energy, and that this is an inexpensive form of power, the results of which are visible on every electricity bill. What is more, nuclear power is a clean and non-polluting energy form. Through scenes of daily life and other imaginary scenes, the spot highlights the advantages nuclear power gives our country. The press campaign is a continuity of the campaign run in November 1996, with EDF using information developed in advertisements to respond to the major questions being asked by the public: how does nuclear power make the cost of electricity competitive? Why does, nuclear power create more jobs in France than other forms of energy? What is the impact of nuclear power on global warming? What do we do with nuclear waste? Why does nuclear power help put our trade balance in the black? The campaign also helps meet a demand by using a reply coupon to propose a number of documents such as 'Focus on the French Nuclear Electricity Programme' or 'Nuclear Waste in

Search Engine Advertising Effectiveness in a Multimedia Campaign

NARCIS (Netherlands)

Zenetti, German; Bijmolt, Tammo H. A.; Leeflang, Peter S. H.; Klapper, Daniel

2014-01-01

Search engine advertising has become a multibillion-dollar business and one of the dominant forms of advertising on the Internet. This study examines the effectiveness of search engine advertising within a multimedia campaign, with explicit consideration of the interaction effects between search

Categorization of Mobile Advertising Campaigns

OpenAIRE

Pousttchi, Key; Wiedemann, Dietmar Georg

2006-01-01

The result of this contribution is a categorization and thus a description model for mobile advertising campaigns using the morphological method. For identification of the characteristics 32 case studies were analysed and relevant literature was sighted.

Advertising strategies to increase public knowledge of the warning signs of stroke.

Science.gov (United States)

Silver, Frank L; Rubini, Frank; Black, Diane; Hodgson, Corinne S

2003-08-01

Public awareness of the warning signs of stroke is important. As part of an educational campaign using mass media, the Heart and Stroke Foundation of Ontario conducted public opinion polling in 4 communities to track the level of awareness of the warning signs of stroke and to determine the impact of different media strategies. Telephone surveys were conducted among members of the general public in 1 control and 3 test communities before and after mass media campaigns. The main outcome measure used to determine effectiveness of the campaigns was the ability to name > or =2 warning signs of stroke. In communities exposed to television advertising, ability to name the warning signs of stroke increased significantly. There was no significant change in the community receiving print (newspaper) advertising, and the control community experienced a decrease. Television increased the knowledge of both men and women and of people with less than a secondary school education but not of those > or =65 years of age. Intermittent, low-level television advertising was as effective as continuous, high-level television advertising. Results of this survey can be used to guide mass media-buying strategies for public health education.

Process evaluation of the advertising campaign for the NSW Get Healthy Information and Coaching Service.

Science.gov (United States)

O'Hara, Blythe J; Bauman, Adrian E; King, Elizabeth L; Phongsavan, Philayrath

2011-04-01

Introducing a new and free population-wide telephone service to assist adults to be more active, eat healthier and achieve a healthy weight requires large-scale marketing.The challenge is to understand the pattern of advertising that is effective at generating public awareness and interest in using the new service. A mass media campaign, consisting mainly of television advertising, was launched in March 2009 to promote the NSW Get Healthy Information and Coaching Service (GHS).This included GHS-specific and re-badged National 'Measure Up' campaign television advertisements.The number of calls and website visits to the GHS were monitored during the first 10 months of the initiative. GHS participants were also asked where they heard about the service. Paid television advertising shows a dose-response relationship with contacts to the GHS.The 30-second GHS-specific advertising was significantly more effective at generating contacts compared to 'Measure Up' advertising, and compared to GHS advertising that involved the 15-second advertising. Participants were significantly more likely to report television advertising as their referral source during periods of GHS advertising when compared to 'Measure up' advertising. On-going marketing of state-wide prevention initiatives is necessary to achieve population-wide engagement. On the whole, specific GHS-promoting messages were more effective in recruiting participants than the re-badged national 'Measure Up' Campaign advertising.The relevance of the creative execution, the call to action and the length of time a viewer is exposed to the GHS details have an impact on the numbers of calls to the GHS.

Campaign Advertising and Voter Welfare

NARCIS (Netherlands)

Prat, A.

1997-01-01

This paper investigates the role of campaign advertising and the opportunity of legal restrictions on it. An electoral race is modeled as a signalling game with three classes of players: a continuum of voters, two candidates, and one interest group. The group has non-verifiable insider information

Awareness and impact of the 'Bubblewrap' advertising campaign among Aboriginal smokers in Western Australia.

Science.gov (United States)

Boyle, Terry; Shepherd, Carrington C J; Pearson, Glenn; Monteiro, Heather; McAullay, Daniel; Economo, Kristina; Stewart, Susan

2010-02-01

Antismoking mass media campaigns have been shown to reduce smoking prevalence in the mainstream community, however there is little published research on their effect on Aboriginal Australian smokers. To evaluate the awareness and impact of a mainstream mass media advertising campaign (the 'Bubblewrap' campaign) on Aboriginal smokers in the state of Western Australia. A personal intercept survey was conducted in July 2008 across three sites (the Perth metropolitan area and the non-metropolitan towns of Kalgoorlie and Broome). An opportunity or convenience sampling strategy was used to recruit Aboriginal participants, and face-to-face interviews were conducted with 198 Aboriginal smokers to ascertain awareness of the campaign advertisements, whether they were seen as believable and relevant, and the impact the advertisements had on smoking behaviour. The majority of the participants interviewed had seen and/or heard the 'Bubblewrap' campaign advertisements, although there was considerably greater awareness of the television advertisement than the radio advertisements. Both forms of advertising were considered to be believable and relevant by the majority of Aboriginal smokers. Most of the smokers interviewed thought about cutting down and/or quitting after seeing or hearing the advertisements. Our findings suggest that mainstream antismoking mass media campaigns can positively influence the thoughts and behaviours that Aboriginal smokers have, and exhibit, towards quitting smoking. Notwithstanding this, advertisers should continue to look for better ways to incorporate Aboriginal themes in campaign messages. Future mainstream antismoking campaigns should source sufficient funds to ensure that advertising messages reach the large Aboriginal populations in regional and remote Australia.

Facebook Advertising Across an Engagement Spectrum: A Case Example for Public Health Communication.

Science.gov (United States)

Platt, Tevah; Platt, Jodyn; Thiel, Daniel B; Kardia, Sharon L R

2016-05-30

The interpersonal, dialogic features of social networking sites have untapped potential for public health communication. We ran a Facebook advertising campaign to raise statewide awareness of Michigan's newborn screening and biobanking programs. We ran a Facebook advertising campaign to stimulate public engagement on the complex and sensitive issue of Michigan's newborn screening and biobank programs. We ran an 11-week, US $15,000 Facebook advertising campaign engaging Michigan Facebook users aged 18-64 years about the state's newborn screening and population biobank programs, and we used a novel "engagement spectrum" framework to contextualize and evaluate engagement outcomes ranging from observation to multi-way conversation. The campaign reached 1.88 million Facebook users, yielding a range of engagement outcomes across ad sets that varied by objective, content, budget, duration, and bid type. Ad sets yielded 9009 page likes (US $4125), 15,958 website clicks (US $5578), and 12,909 complete video views to 100% (US $3750). "Boosted posts" yielded 528 comments and 35,966 page post engagements (US $1500). Overall, the campaign led to 452 shares and 642 comments, including 176 discussing newborn screening and biobanking. Facebook advertising campaigns can efficiently reach large populations and achieve a range of engagement outcomes by diversifying ad types, bid types, and content. This campaign provided a population-based approach to communication that also increased transparency on a sensitive and complex topic by creating a forum for multi-way interaction.

Assessing advertising content in a hospital advertising campaign: An application of Puto and Wells (1984) measure of informational and transformational advertising content.

Science.gov (United States)

Menon, Mohan K; Goodnight, Janelle M; Wayne, Robin J

2006-01-01

The following is a report of a study designed to measure advertising content based on the cognitive and affective elements of informational (i.e., information processing) and transformational (i.e., experiential) content using the measure of advertising informational and transformational content developed by Puto and Wells (1984). A university hospital advertising campaign designed to be high in transformational content did not appear to affect perceived quality of local university hospitals relative to private hospitals or increase the likelihood of choosing a university hospital in the future. Further, experiences with university hospitals that seemed to be in direct contrast to the content of the advertisements based on subject perceptions affected how university hospital advertisements were perceived in terms of content. Conclusions and implications for hospital advertising campaigns are discussed.

Political Candidate Campaign Advertising: A Selected Review of the Literature.

Science.gov (United States)

Hellweg, Susan A.

This paper provides a selected review of political candidate campaign advertising studies from the political science, mass communication, advertising, and political communication literature. The paper examines the literature in terms of research pertaining to (1) candidate advertising content (commercials for male versus female candidates and for…

The Functions of Political Advertising for Campaign Organizations.

Science.gov (United States)

Sheinkopf, Kenneth G.; And Others

One previously untested benefit of political advertising before elections may be that it serves "internal" as well as "external" needs, i.e., it boosts the morale of the campaign staff and provides them with information to persuade voters. This proposition was tested during the 1970 Wisconsin gubernatorial campaign by means of a questionnaire…

The Dynamic Definition of the Advertising Campaign Budget

Directory of Open Access Journals (Sweden)

Ostrianyn Serhii O.

2017-10-01

Full Text Available The article is aimed at exploring means for optimizing the budgeting of advertising activity, the optimal distribution of the advertising budget among several products, advertised by a company, and several advertising channels used during the distribution of an advertisement. The current status of the optimizationized budgeting models in the world and in Ukraine was analyzed. The topicality of scientific developments in this direction has been substantiated. The model is based on the non-linear logistics function of the response value of sales for the costs of placement of an advertising message, including market saturation effects and the accumulation of promotional effect. A complex advertising budgeting model has been proposed, which includes the dynamic definition of a budget constraint based on the expected sales return from a byed advertising campaign whose budget is being optimized. The proposed model allows to schedule advertising activities in conditions of uncertainty and rapid change of environment.

Promoting public awareness of randomised clinical trials using the media: the 'Get Randomised' campaign.

Science.gov (United States)

Mackenzie, Isla S; Wei, Li; Rutherford, Daniel; Findlay, Evelyn A; Saywood, Wendy; Campbell, Marion K; Macdonald, Thomas M

2010-02-01

WHAT IS ALREADY KNOWN ABOUT THIS SUBJECT * Recruitment is key to the success of clinical trials. * Many clinical trials fail to achieve adequate recruitment. * Public understanding and engagement in clinical research could be improved. WHAT THIS STUDY ADDS * 'Get Randomised' is the first campaign of its kind in the UK. * It is possible to improve public awareness of clinical research using the media. * Further work is needed to determine whether improved public awareness leads to increased participation in clinical research in the future. AIM To increase public awareness and understanding of clinical research in Scotland. METHODS A generic media campaign to raise public awareness of clinical research was launched in 2008. The 'Get Randomised' campaign was a Scotland-wide initiative led by the University of Dundee in collaboration with other Scottish universities. Television, radio and newspaper advertising showed leading clinical researchers, general practitioners and patients informing the public about the importance of randomised clinical trials (RCTs). 'Get Randomised' was the central message and interested individuals were directed to the http://www.getrandomised.org website for more information. To assess the impact of the campaign, cross-sectional surveys were conducted in representative samples of 1040 adults in Scotland prior to campaign launch and again 6 months later. RESULTS There was an improvement in public awareness of clinical trials following the campaign; 56.7% [95% confidence interval (CI) 51.8, 61.6] of the sample recalled seeing or hearing advertising about RCTs following the campaign compared with 14.8% (10.8, 18.9) prior to the campaign launch (difference = 41.4%; 95% CI for difference 35.6, 48.3; P advertising, 49% felt that the main message was that people should take part more in medical research. However, on whether they would personally take part in a clinical trial if asked, there was little difference in response following the campaign

Promoting public awareness of randomised clinical trials using the media: the ‘Get Randomised’ campaign

Science.gov (United States)

Mackenzie, Isla S; Wei, Li; Rutherford, Daniel; Findlay, Evelyn A; Saywood, Wendy; Campbell, Marion K; MacDonald, Thomas M

2010-01-01

AIM To increase public awareness and understanding of clinical research in Scotland. METHODS A generic media campaign to raise public awareness of clinical research was launched in 2008. The ‘Get Randomised’ campaign was a Scotland-wide initiative led by the University of Dundee in collaboration with other Scottish universities. Television, radio and newspaper advertising showed leading clinical researchers, general practitioners and patients informing the public about the importance of randomised clinical trials (RCTs). ‘Get Randomised’ was the central message and interested individuals were directed to the http://www.getrandomised.org website for more information. To assess the impact of the campaign, cross-sectional surveys were conducted in representative samples of 1040 adults in Scotland prior to campaign launch and again 6 months later. RESULTS There was an improvement in public awareness of clinical trials following the campaign; 56.7% [95% confidence interval (CI) 51.8, 61.6] of the sample recalled seeing or hearing advertising about RCTs following the campaign compared with 14.8% (10.8, 18.9) prior to the campaign launch (difference = 41.4%; 95% CI for difference 35.6, 48.3; P advertising, 49% felt that the main message was that people should take part more in medical research. However, on whether they would personally take part in a clinical trial if asked, there was little difference in response following the campaign [‘yes’ 31.3% (28.4, 34.1) prior; 30.4% (27.6, 33.2) following; difference =−0.9%; 95% CI for difference −4.8, 3.1%; P= 0.92]. CONCLUSIONS It is possible to raise public awareness of clinical research using the media, but further efforts may be required to influence individuals' decisions to take part in clinical research. PMID:20233175

Effectiveness of a television advertisement campaign on giving cigarettes in a chinese population.

Science.gov (United States)

Qin, Yu; Su, Jian; Xiang, Quanyong; Hu, Yihe; Xu, Guanqun; Ma, Jiuhua; Shi, Zumin

2014-01-01

Anti-tobacco television advertisement campaigns may convey messages on smoking-related health consequences and create norms against giving cigarettes. Altogether, 156 and 112 slots of a television advertisement "Giving cigarettes is giving harm" were aired on Suzhou and Yizheng, respectively, over one month in 2010. Participants were recruited from 15 locations in Suzhou and 8 locations in Yizheng using a street intercept method. Overall 2306 residents aged 18-45 years completed questionnaires, including 1142 before the campaign and 1164 after, with respective response rates of 79.1% and 79.7%. Chi square tests were used to compare the difference between categorical variables. After the campaign, 36.0% of subjects recalled that they had seen the advertisement. Residents of Suzhou had a higher recall rate than those of Yizheng (47.6% vs. 20.6%, P advertisement were more likely not to give cigarettes in the future than those who reported not seeing the advertisement (38.7% vs. 27.5%, P advertisements helped change societal norms and improve health behavior. Continuous and adequate funding of anti-tobacco media campaigns targeted at different levels of the general population is needed, in conjunction with a comprehensive tobacco control effort.

Public health obesity-related TV advertising: lessons learned from tobacco.

Science.gov (United States)

Emery, Sherry L; Szczypka, Glen; Powell, Lisa M; Chaloupka, Frank J

2007-10-01

Over the past 25 years, the percent of overweight and obese adults and children in the United States has increased dramatically. The magnitude and scope of the public health threat from obesity have resulted in calls for a national comprehensive obesity prevention strategy, akin to tobacco use prevention strategies undertaken over the past two decades. The purpose of this paper is to describe and compare population exposure to paid media campaigns for tobacco and obesity prevention, draw lessons from tobacco advertising, and compare tobacco and obesity behaviors/influences to identify priorities and pitfalls for further research on obesity adverting. This is a descriptive study. Ratings data for the years 1999-2003, for the top 75 designated market areas in the U.S. were used to quantify exposure levels to anti-obesity and anti-smoking advertising in the U.S. Anti-tobacco campaigns preceded anti-obesity campaigns by several years, and in each year exposure levels--both total and average--for anti-tobacco media campaigns far outweighed those of anti-obesity campaigns. It is important to compare both similarities and differences between smoking- and obesity-related behaviors, which might affect the potential impact of anti-obesity media campaigns. Given the scope of the public health risks attributable to obesity, and the amount of federal, state, and other resources devoted to anti-obesity media campaigns, there is a clear need to evaluate the potential impact of such campaigns efforts. Nonetheless, the challenges are significant in both motivating and monitoring such complex behavior change, and in attributing changes to a given media campaign.

"Be Stupid!" -An analysis of lifestyle and gender in a Diesel advertising campaign

OpenAIRE

Syrstad, Ingvild

2013-01-01

Master's thesis in Literacy Studies This thesis is a study of contemporary advertising, aiming to show how the global jeans brand Diesel communicates aspects of lifestyle and gender in their campaign Be Stupid from 2010. By an analysis of the campaign, the thesis attempts to advocate the importance of advertising in our contemporary society, and why this campaign can be regarded as an important literacy practice.

Advertising Campaign: Building Creative Ideas

OpenAIRE

TANASE, George Cosmin

2015-01-01

Advertising is the most visible and most important instrument of the marketing communications mix. Large sums of money are spent on advertising, and no other marketing phenomenon is subject to so much public debate and controversy. Huge amounts of research are devoted to the question of what makes advertising effective and to the role of advertising characteristics on its effectiveness. As is the case with other communications instruments, special attention has to be devoted to the different ...

Impact of an advertising campaign on condom use in urban Pakistan.

Science.gov (United States)

Agha, Sohail; Meekers, Dominique

2010-12-01

This study describes an assessment of the impact on condom use in urban Pakistan of the second phase of an intensive condom advertising campaign conducted as part of a social marketing program. Between April and June 2009, advertisements for Touch condoms appeared on private television channels and on radio stations. To assess the impact of the campaign, a nationally representative panel survey of men married to women aged 15-49 was conducted, collecting information on behaviors related to condom use and recall of contraceptive advertisements. We employed conditional change regression analysis to determine whether awareness of the Touch ad at follow-up was associated with improved attitudes toward condoms and condom use. Respondents with confirmed awareness of the Touch campaign experienced significant improvements in indicators related to condom use, even after controlling for region, socioeconomic and demographic characteristics, the values of the indicators at baseline, and exposure to the first phase of the campaign. They experienced increases in the following: perceived availability of condoms; discussion of family planning; approval of family planning; procurement of condoms; and ever use, current use, and consistent use of condoms with wife. The study indicates that condom advertising can be effective in increasing condom use in urban Pakistan.

Clustering Methods Application for Customer Segmentation to Manage Advertisement Campaign

Directory of Open Access Journals (Sweden)

Maciej Kutera

2010-10-01

Full Text Available Clustering methods are recently so advanced elaborated algorithms for large collection data analysis that they have been already included today to data mining methods. Clustering methods are nowadays larger and larger group of methods, very quickly evolving and having more and more various applications. In the article, our research concerning usefulness of clustering methods in customer segmentation to manage advertisement campaign is presented. We introduce results obtained by using four selected methods which have been chosen because their peculiarities suggested their applicability to our purposes. One of the analyzed method k-means clustering with random selected initial cluster seeds gave very good results in customer segmentation to manage advertisement campaign and these results were presented in details in the article. In contrast one of the methods (hierarchical average linkage was found useless in customer segmentation. Further investigations concerning benefits of clustering methods in customer segmentation to manage advertisement campaign is worth continuing, particularly that finding solutions in this field can give measurable profits for marketing activity.

What matters most in advertising campaigns? The relative effect of media expenditure and message content strategy

NARCIS (Netherlands)

van den Putte, B.

2009-01-01

Three main factors determine the effect of advertising campaigns: message content strategy, advertising expenditure and previous consumer behaviour. This study investigates the relative strength of each of these influences. Four possible campaign targets are taken into account: campaign recall,

Faking or Convincing: Why Do Some Advertising Campaigns Win Creativity Awards?

Directory of Open Access Journals (Sweden)

Raoul V. Kübler

2012-05-01

Full Text Available Since the Sarbanes-Oxley Act was passed in 2002, it has become commonplace in the advertising industry to use creativity-award-show prizes instead of gross income figures to attract new customers. Therefore, achieving a top creativity ranking and winning creativity awards have become high priorities in the advertising industry. Agencies and marketers have always wondered what elements in the advertising creation process would lead to the winning of creativity awards. Although this debate has been dominated by pure speculation about the success of different routines, approaches and strategies in winning creativity awards, for the first time our study delivers an empirical insight into the key drivers of creativity award success. We investigate what strategies and which elements of an advertising campaign are truly likely to lead to winning the maximum number of creativity awards. Using a sample of 108 campaigns, we identify factors that influence campaign success at international advertising award shows. We identify innovativeness and the integration of multiple channels as the key drivers of creativity award success. In contrast to industry beliefs, meaningful or personally connecting approaches do not seem to generate a significant benefit in terms of winning creativity awards. Finally, our data suggest that the use of so-called “fake campaigns” to win more creativity awards does not prove to be effective.

"Racism still exists": a public health intervention using racism "countermarketing" outdoor advertising in a Black neighborhood.

Science.gov (United States)

Kwate, Naa Oyo A

2014-10-01

The negative health effects of racism have been well documented, but how to intervene to redress these effects has been little studied. This study reports on RISE (Racism Still Exists), a high-risk, high-reward public health intervention that used outdoor advertising to disseminate a "countermarketing" campaign in New York City (NYC). Over 6 months, the campaign advertised stark facts about the persistence of racism in the USA. A probability sample of N = 144 participants from two predominantly Black NYC neighborhoods completed measures of health status, health behaviors, and social attitudes. Three months postintervention, statistically significant declines in psychological distress were seen among study participants who were exposed to the campaign compared to those who were not. There were no changes in other hypothesized outcomes. The campaign also generated significant public discourse, particularly in social media. The results suggest that racism countermarketing campaigns may have promise as a community-based intervention to address health inequalities.

The Coverage of Campaign Advertising by the Prestige Press in 1972.

Science.gov (United States)

Bowers, Thomas A.

The nature and extent of the news media coverage of political advertising in the presidential campaign of 1972 was shallow and spotty at best. The candidates' political advertising strategies received limited coverage by reporters and commentators. Even the "prestige" press--16 major newspapers--provided limited coverage to the nature…

Federal Energy Administration's contract with the Advertising Council, Inc. , for a public relations campaign on the need to save energy. Report to the chairman, Subcommittee on Energy and Power, House Committee on Interstate and Foreign Commerce

Energy Technology Data Exchange (ETDEWEB)

1977-08-31

This report is in response to a request for an audit of the Federal Energy Administration's contract with The Advertising Council, Inc., for a public-service advertising campaign on energy conservation. Significant aspects of the audit are summarized in the report's digest.

Lessons for public health campaigns from analysing commercial food marketing success factors

DEFF Research Database (Denmark)

Aschemann-Witzel, Jessica; JA Perez-Cueto, Federico; Niedzwiedzka, Barbara

2012-01-01

Background: Commercial food marketing has considerably shaped consumer food choice behaviour. Meanwhile, public health campaigns for healthier eating have had limited impact to date. Social marketing suggests that successful commercial food marketing campaigns can provide useful lessons for public...... sector activities. The aim of the present study was to empirically identify food marketing success factors that, using the social marketing approach, could help improve public health campaigns to promote healthy eating. Methods: In this case-study analysis, 27 recent and successful commercial food...... in the communication related to the food. Visual as well as written material was gathered, complemented by semi-structured interviews with 12 food market trend experts and 19 representatives of food companies and advertising agencies. Success factors were identified by a group of experts who reached consensus through...

Long term effects of an energy efficiency advertising campaign

Energy Technology Data Exchange (ETDEWEB)

Wortmann, Klaus; Moehring-Hueser, Werner [Energiestiftung Schleswig-Holstein, Kiel (Germany)

2003-07-01

A professional marketing approach should support a transformation of the market towards more energy efficient decisions not only of consumers, but also of retailers and producers. The state-wide energy efficiency advertising campaign 'Aus. Wirklich aus?' (off. really off?) against pointless stand-by consumption took place in Schleswig-Holstein (Northern Germany) from November 2000 until June 2001 followed by reminder ads in autumn 2001 and spring 2002. Extraordinary efforts were undertaken to evaluate the effects of the campaign, because it served as a pilot project for an approach on the national level. Two representative samples of the population and specialist dealers for electrical equipment in two German states (one as 'control group') were interviewed by phone before the launch of the campaign, at the peak of the advertising pressure and one year after. The results are presented with special emphasis on sustainable effects with respect to energy awareness and interest of the consumers as well as on their intention to act and on specific actions like switching the TV (really) off. For most of these criteria long lasting effects could be observed. Also the retailers steadily increased their own (additional) activities to profit from the campaign. The results are discussed with respect to economical cost-benefit-arguments and in the light of psychological theories of information processing in order to describe the essential lessons learned for successful energy efficiency campaigns in the future.

Czech language style of television advertising of the new millenium on the example of the T-Mobile's media campaign

OpenAIRE

Steklá, Kateřina

2015-01-01

Czech language style of television advertising of the new millenium on the example of the T-Mobile's media campaign This bachelor thesis deals with the contemporary language style of Czech advertising on the example of brand communication/ advertising campaign of T-Mobile. The work is divided into two parts: theoretical and practical. The theoretical block introduces the context of advertising and shows the characteristics of advertising messages and language of advertising discourse. The foc...

Evaluation of an Online Campaign for Promoting Help-Seeking Attitudes for Depression Using a Facebook Advertisement: An Online Randomized Controlled Experiment.

Science.gov (United States)

Hui, Alison; Wong, Paul Wai-Ching; Fu, King-Wa

2015-01-01

A depression-awareness campaign delivered through the Internet has been recommended as a public health approach that would enhance mental health literacy and encourage help-seeking attitudes. However, the outcomes of such a campaign remain understudied. The main aim of this study was to evaluate the effectiveness of an online depression awareness campaign, which was informed by the theory of planned behavior, to encourage help-seeking attitudes for depression and to enhance mental health literacy in Hong Kong. The second aim was to examine click-through behaviors by varying the affective facial expressions of people in the Facebook advertisements. Potential participants were recruited through Facebook advertisements, using either a happy or sad face illustration. Volunteer participants registered for the study by clicking on the advertisement and were invited to leave their personal email addresses to receive educational content about depression. The participants were randomly assigned into two groups (campaign or control), and over a four consecutive week period, received either the campaign material or official information developed by the Hospital Authority in Hong Kong. Pretests and posttests were conducted before and after the campaign to measure the differences in help-seeking attitudes and mental health literacy among the campaign and control groups. Of the 199 participants that registered and completed the pretest, 116 (55 campaign and 62 control) completed the campaign and the posttest. At the posttest, we found no significant changes in help-seeking attitudes between the campaign and control groups, but the campaign group participants demonstrated a statistically significant improvement in mental health literacy (P=.031) and a higher willingness to access additional information (Padvertisement attracted more click-throughs by users into the website than did the sad face advertisement (P=.03). The present study provides evidence that an online campaign can

Parent and child interactions with two contrasting anti-obesity advertising campaigns: a qualitative analysis

OpenAIRE

Thomas, Samantha L; Olds, Timothy; Pettigrew, Simone; Yeatman, Heather; Hyde, Jim; Dragovic, Christine

2014-01-01

Background Social marketing has been proposed as a framework that may be effectively used to encourage behaviour change relating to obesity. Social advertising (or mass media campaigning) is the most commonly used social marketing strategy to address the issue of obesity. While social advertising has the potential to effectively communicate information about obesity, some argue that the current framing and delivery of these campaigns are ineffective, and may cause more harm than good. Methods...

Advertising/public relations campaign to combat the negative economic impact caused by the nuclear mishap at Three Mile Island, Pennsylvania. Final report

Energy Technology Data Exchange (ETDEWEB)

1980-10-01

The Commonwealth of Pennsylvania, through the Department of Commerce, conducted a media advertising campaign to offset the negative implications and effects of the Three Mile Island incident. The emphasis of the campaign has been directed toward a friendly, all-clear image for Pennsylvania. The travel industry of the entire Commonwealth of Pennsylvania is the chief beneficiary of the proposed project.

Advertising/public relations campaign to combat the negative economic impact caused by the nuclear mishap at Three Mile Island, Pennsylvania. Final report

International Nuclear Information System (INIS)

1980-10-01

The Commonwealth of Pennsylvania, through the Department of Commerce, conducted a media advertising campaign to offset the negative implications and effects of the Three Mile Island incident. The emphasis of the campaign has been directed toward a friendly, all-clear image for Pennsylvania. The travel industry of the entire Commonwealth of Pennsylvania is the chief beneficiary of the proposed project

Mobilizing social media users to become advertisers: Corporate hashtag campaigns as a public health concern.

Science.gov (United States)

Laestadius, Linnea I; Wahl, Megan M

2017-01-01

With the growing popularity of social media, corporate marketers are increasingly launching hashtag campaigns to encourage consumers to create branded user-generated content on their behalves. If successful, these campaigns may expand the reach of harmful marketing messages and capitalize on peer-effects among adolescents. To shed light on these novel corporate campaigns, we performed a case study of the user-generated Instagram content created in response to a hashtag campaign promoting the quick-service restaurant Kentucky Fried Chicken (KFC). We performed a content analysis of one week's worth of user-generated Instagram posts created with the hashtag #HowDoYouKFC between 24 April 2015-1 May 2015. Posts were coded to discern: (a) relevance to KFC as a brand and/or food; (b) themes in the post, (c) the content of images/videos, and (d) overall sentiment toward KFC. Posts that were deleted or made private during the study period were removed. Descriptive statistics were calculated to discern trends in post content. Instagram users created 196 posts with #HowDoYouKFC during the study period. After removing irrelevant and deleted/private posts, analysis of the 128 remaining user-generated posts revealed that 45% of posts were explicitly positive toward KFC and 39% lacked a specific stance or emotion related to KFC. Of the posts, 55% depicted KFC chicken and 65% included depictions of the brand hashtag on food packaging. Findings indicate that corporations are successfully converting individual social media users into positive advertisers for harmful products. Novel efforts are needed to counter corporate user-generated content campaigns.

[Alcohol advertising in written mass media in Spain].

Science.gov (United States)

Montes-Santiago, J; Alvarez Muñiz, M L; Baz Lomba, A

2007-03-01

Alcohol advertising is a powerful factor of incitation to consumption. We analyzed the alcohol advertising, especially that youth-focused, in written mass media in Spain during the period 2002-2006. Annual cross-sectional study of advertisements in 41 widely difused written mass media (average readers: 10,1 millions). Media admitting alcohol publicity were 29% in the whole. (2,9 millions of readers on average, 29% of total readers). Alcohol advertising constituted the 3,8% of global publicity and the 8,6% of the publicity in media admitting alcohol publicity. In this period only 4% of the media (2,4% of total readers) inserted antidrug campaigns. In brief, three out of 10 total readers and one out of 12 people older than 15 years suffered the impact of tobacco advertising. Young people were included in 33% of alcohol advertisements and 3 out of 6 of youth-oriented magazines permitted a such publicity. Alcohol publicity remains high in written mass media in Spain. By contrast few people received informative antidrug campaigns. Advertising was preferentially directed to young people.

Unintended messages in online advertising to youth: illicit drug imagery in a Canadian sports marketing campaign.

Science.gov (United States)

Auger, Nathalie; Daniel, Mark; Knäuper, Bärbel; Dourian, Tara; Raynault, Marie-France

2015-04-01

We assessed the potential for harmful messages in online advertisements targeted to youth, using the example of the Canadian "Light It Up" marketing campaign from a large sports corporation. We undertook a cluster randomized controlled trial of 20 secondary school classes in Montreal, Canada. Classes were randomly allocated to view a "Light It Up" advertisement (n = 205) or a neutral comparison advertisement (n = 192). The main outcome measures were self-reports of illicit drug messages in the advertisements. Of the students, 22.9% reported that the "Light It Up" advertisement contained illicit drug messages compared with 1.0% for the comparison advertisement (relative risk, 22.0; 95% confidence interval, 6.5-74.9). Although meant to promote sports, youth in this study believed that the "Light It Up" advertisement was related to illicit drugs. The campaign illustrates how advertisements may inadvertently market unwanted behaviors to children. Copyright © 2015 Society for Adolescent Health and Medicine. Published by Elsevier Inc. All rights reserved.

Parent and child interactions with two contrasting anti-obesity advertising campaigns: a qualitative analysis.

Science.gov (United States)

Thomas, Samantha L; Olds, Timothy; Pettigrew, Simone; Yeatman, Heather; Hyde, Jim; Dragovic, Christine

2014-02-11

Social marketing has been proposed as a framework that may be effectively used to encourage behaviour change relating to obesity. Social advertising (or mass media campaigning) is the most commonly used social marketing strategy to address the issue of obesity. While social advertising has the potential to effectively communicate information about obesity, some argue that the current framing and delivery of these campaigns are ineffective, and may cause more harm than good. We used a qualitative advertising reception study. 150 family groups (comprised of 159 parents and 184 children) were shown two Australian government anti-obesity advertisements: Measure Up (focused on problems associated with obesity) and Swap It (focused on solutions for obesity). Families were engaged in a discussion about the visual appeals, verbal messages and their perceptions about the impact of the advertisements on behavioural change. Open coding techniques and a constant comparative method of analysis was used to interpret the data. Many parents had strong personal resonance with the visual imagery within the campaigns. While Swap It had strong 'likeability' with children, many children believed that the messages about overweight and obesity were less personally relevant because they did not perceive themselves to be overweight. The content and delivery style of the verbal messages (the serious risk focused message in Measure Up compared to the upbeat, fun practical message in Swap It) influenced how different audiences (parents and children) interpreted the information that was presented. Parents assimilated practical and instructive messages, while children assimilated messages about weight loss and weight gain. Parents and children recognised that the campaigns were asking individuals to take personal responsibility for their weight status, and were at times critical that the campaigns did not tackle the broader issues associated with the causes and consequences of obesity. The lack

Generic advertising for fish: Results from a research-based campaign

DEFF Research Database (Denmark)

Grunert, Klaus G.; Scholderer, Joachim

2000-01-01

Before and after the 3-year generic advertising campaign for fresh fish in Denmark, representative consumer samples were surveyed with regard to their attitudes towards fresh fish, perceived family norms, availability of fresh fish in shops, meal preparation skills, intentions to buy fresh fish...

'It's like a drink you'd have before you go to a party': Analysis of a Vodka Cruiser advertising campaign.

Science.gov (United States)

Jones, Sandra C; Francis, Kate L; Gordon, Chloe S

2018-01-01

The aim of the present study was to explore young women's understandings of, and interactions with, an advertising campaign for a pre-mixed alcohol product that appeared to be promoting pre-drinking. This campaign was the subject of complaints to the Alcohol Advertising Review Board, revealing an inconsistency between the way the company responded to such complaints (arguing that the campaign does not encourage pre-drinking) and the way it described the campaign in trade press (the pre-drink enjoyed by the 'girls' while getting ready …). Twelve focus groups were conducted with 72 young women, aged 15-25 years in Melbourne, Australia. These young women's interpretations of the messages communicated in this advertising campaign were analysed thematically. The young women identified, without prompting, the main message of the campaign as being a reference to pre-drinking. Most notably, the women saw the target audience as young (including underage) women. Given that young women who drink are increasingly doing so at harmful levels, a marketing campaign, which is interpreted by the target audience to encourage pre-drinking among young (including underage) women, appears to be inconsistent with the industry's own code for alcohol advertising. We renew the call for effective regulation of alcohol advertising to better protect young Australians. [Jones SC, Francis KL, Gordon CS. 'It's like a drink you'd have before you go to a party': Analysis of a Vodka Cruiser advertising campaign. Drug Alcohol Rev 2018;37:36-41]. © 2017 Australasian Professional Society on Alcohol and other Drugs.

Social media and personal attacks: A comparative perspective on co-creation and political advertising in presidential campaigns on YouTube

OpenAIRE

de Boer, Noortje; Sütfeld, Hannah; Groshek, Jacob

2012-01-01

In this era of politically charged social media uses, broadcast campaign advertising is being transformed in the online environment, not only by candidates but also by citizens. Likewise, negative campaigning, specifically ‘attack’ advertising, has been analyzed and discussed widely concerning possible implications for voters. However, a specific focus on analyzing such broadcast advertisements — especially in online environments across nations — has not been explored ...

Towards new advertising models for situated displays

OpenAIRE

José, Rui; Soares, Ana Maria

2010-01-01

Advertising is often a key element in the business case for public display networks. However, the respective advertising models do not yet provide effective solutions to the key issues of campaign targeting and impact measurement that are now so common in web advertising. In this paper, we specifically discuss some of the directions and principles that may emerge in advertising models for public displays. We make this analysis combining some of the lessons from other media, ...

Scottish Nuclear's advertising campaign: 'The on-going task'

Energy Technology Data Exchange (ETDEWEB)

Marshall, R R [Scottish Nuclear (United Kingdom)

1993-07-01

During the past year the Scottish Nuclear had been working to win increased public acceptance of nuclear power in Scotland. Since then it has stepped up the PR campaign activities - and has had a very successful year. But much has still to be done. The programme 'Come and See' which was introduced in the Spring of 1991. was developed and extended introducing a Talks Service and a mobile exhibition as two new features. At the same time the Torness Power Station Visitors' Centre was opened. In 1992 a visitor's centre was opened at Hunterston Power Station. By the end of November 1992, there was almost 28,000 visitors - an increase of 48% compared to the previous year. An extensive 1.9 million pound television and newspaper advertising campaign was also mounted during the summer months. So it has been a particularly busy year and more than modestly successful. Another arm of Come and See is 'Talkabout' - the Talks Service. In 1992 members of staff gave 187 talks all over Scotland - to over 5,000 people. In the Spring of 1992 a Mobile Exhibition was also introduced. It tours the whole of Scotland. In all there have been 62 venues, a large variety of events. Over 30,000 people have visited the exhibition since March. To enhance all these Programmes a variety of literature, videos, promotional items, and static exhibition material are prepared. These have all been developed since 1990 and are kept updated on an on-going basis.

Scottish Nuclear's advertising campaign: 'The on-going task'

International Nuclear Information System (INIS)

Marshall, R.R.

1993-01-01

During the past year the Scottish Nuclear had been working to win increased public acceptance of nuclear power in Scotland. Since then it has stepped up the PR campaign activities - and has had a very successful year. But much has still to be done. The programme 'Come and See' which was introduced in the Spring of 1991. was developed and extended introducing a Talks Service and a mobile exhibition as two new features. At the same time the Torness Power Station Visitors' Centre was opened. In 1992 a visitor's centre was opened at Hunterston Power Station. By the end of November 1992, there was almost 28,000 visitors - an increase of 48% compared to the previous year. An extensive 1.9 million pound television and newspaper advertising campaign was also mounted during the summer months. So it has been a particularly busy year and more than modestly successful. Another arm of Come and See is 'Talkabout' - the Talks Service. In 1992 members of staff gave 187 talks all over Scotland - to over 5,000 people. In the Spring of 1992 a Mobile Exhibition was also introduced. It tours the whole of Scotland. In all there have been 62 venues, a large variety of events. Over 30,000 people have visited the exhibition since March. To enhance all these Programmes a variety of literature, videos, promotional items, and static exhibition material are prepared. These have all been developed since 1990 and are kept updated on an on-going basis

Impact of a Rural Domestic Violence Prevention Campaign.

Science.gov (United States)

Gadomski, Anne M.; Tripp, Maria; Wolff, Debra A.; Lewis, Carol; Jenkins, Paul

2001-01-01

A 7-month public health information campaign used radio advertising, mass media articles, mailings, and posters to address attitudes and behavioral intentions toward domestic violence in a rural county. The campaign raised public awareness, particularly among men; increased stated intentions to intervene in a neighbor's domestic violence; and…

Characteristics of healthy weight advertisements in three countries.

Science.gov (United States)

Pettigrew, Simone; Talati, Zenobia; Henriques, Isla; Morley, Belinda; Ball, Kylie

2018-02-01

High rates of population obesity have resulted in the dissemination of mass media campaigns that focus on achieving and maintaining a healthy weight. The aim of the present study was to analyse advertising techniques used in such campaigns to identify common and differential approaches in three countries with similar cultures and rates of obesity (Australia, the United Kingdom and the United States). An Internet search was conducted to identify healthy weight television advertisements aired in the three countries. Seventy-two advertisements were located and coded according to the advertising techniques employed. Despite the cultural similarity and comparable obesity rates of the three countries, there were few consistencies in advertising techniques employed. A main focus of the ads was diet, but disparate approaches were used to convey the message in each country. The identified wide variation in advertising techniques may suggest that campaign managers would benefit from greater certainty about which advertising approaches are most effective in encouraging lifestyle behaviours associated with a healthy weight. Implications for public health: A more robust evidence base would be useful to guide the development of healthy weight campaigns. © 2017 The Authors.

The effectiveness of television advertising campaigns on generating calls to a national Quitline by Māori.

Science.gov (United States)

Wilson, N; Grigg, M; Graham, L; Cameron, G

2005-08-01

To examine the effectiveness of four mass media campaigns on calls to a national Quitline by Māori (the indigenous people of New Zealand). Monthly Quitline call data and calls within one hour of a television commercial (TVC) being shown were analysed for the 2002-2003 period. Data on target audience rating points (TARPs) and expenditure on TVCs were also used (n = 2319 TVC placements). Māori were found to register with the Quitline at higher rates during the most intense six campaign months (15% more registrations compared to less intense months). The most effective campaign generated 115 calls per 100 TARPs by Māori callers within one hour of TVC airing (the "Every cigarette" campaign). A more Māori orientated campaign with both health and cultural themes generated 91 calls per 100 TARPs from Māori callers. For these two campaigns combined, the advertising cost per new registration with the Quitline by a Māori caller was NZD 30-48. Two second hand smoke campaigns that did not show the Quitline number were much less effective at 25 and 45 calls per 100 TARPs. These television advertising campaigns were effective and cost effective in generating calls to a national Quitline by Māori. Health authorities should continue to explore the use of both "threat appeal" style media campaigns and culturally appropriate campaigns to support Quitline use by indigenous peoples.

Can neural activation in dorsolateral prefrontal cortex predict responsiveness to information? An application to egg production systems and campaign advertising.

Directory of Open Access Journals (Sweden)

Brandon R McFadden

Full Text Available Consumers prefer to pay low prices and increase animal welfare; however consumers are typically forced to make tradeoffs between price and animal welfare. Campaign advertising (i.e., advertising used during the 2008 vote on Proposition 2 in California may affect how consumers make tradeoffs between price and animal welfare. Neuroimaging data was used to determine the effects of brain activation in dorsolateral prefrontal cortex (dlPFC on choices making a tradeoff between price and animal welfare and responsiveness to campaign advertising. Results indicated that activation in the dlPFC was greater when making choices that forced a tradeoff between price and animal welfare, compared to choices that varied only by price or animal welfare. Furthermore, greater activation differences in right dlPFC between choices that forced a tradeoff and choices that did not, indicated greater responsiveness to campaign advertising.

Can neural activation in dorsolateral prefrontal cortex predict responsiveness to information? An application to egg production systems and campaign advertising.

Science.gov (United States)

McFadden, Brandon R; Lusk, Jayson L; Crespi, John M; Cherry, J Bradley C; Martin, Laura E; Aupperle, Robin L; Bruce, Amanda S

2015-01-01

Consumers prefer to pay low prices and increase animal welfare; however consumers are typically forced to make tradeoffs between price and animal welfare. Campaign advertising (i.e., advertising used during the 2008 vote on Proposition 2 in California) may affect how consumers make tradeoffs between price and animal welfare. Neuroimaging data was used to determine the effects of brain activation in dorsolateral prefrontal cortex (dlPFC) on choices making a tradeoff between price and animal welfare and responsiveness to campaign advertising. Results indicated that activation in the dlPFC was greater when making choices that forced a tradeoff between price and animal welfare, compared to choices that varied only by price or animal welfare. Furthermore, greater activation differences in right dlPFC between choices that forced a tradeoff and choices that did not, indicated greater responsiveness to campaign advertising.

Characterizing tobacco control mass media campaigns in England.

Science.gov (United States)

Langley, Tessa; Lewis, Sarah; McNeill, Ann; Gilmore, Anna; Szatkowski, Lisa; West, Robert; Sims, Michelle

2013-11-01

To characterize publically funded tobacco control campaigns in England between 2004 and 2010 and to explore if they were in line with recommendations from the literature in terms of their content and intensity. International evidence suggests that campaigns which warn of the negative consequences of smoking and feature testimonials from real-life smokers are most effective, and that four exposures per head per month are required to reduce smoking prevalence. Characterization of tobacco control advertisements using a theoretically based framework designed to describe advertisement themes, informational and emotional content and style. Study of the intensity of advertising and exposure to different types of advertisement using data on population-level exposure to advertisements shown during the study period. England. Television Ratings (TVRs), a standard measure of advertising exposure, were used to calculate exposure to each different campaign type. A total of 89% of advertising was for smoking cessation; half of this advertising warned of the negative consequences of smoking, while half contained how-to-quit messages. Acted scenes featured in 72% of advertising, while only 17% featured real-life testimonials. Only 39% of months had at least four exposures to tobacco control campaigns per head. A theory-driven approach enabled a systematic characterization of tobacco control advertisements in England. Between 2004 and 2010 only a small proportion of tobacco control advertisements utilized the most effective strategies-negative health effects messages and testimonials from real-life smokers. The intensity of campaigns was lower than international recommendations. © 2013 The Authors. Addiction published by John Wiley & Sons Ltd on behalf of The Society for the Study of Addiction.

The role of advertising in promoting Sellafield

Energy Technology Data Exchange (ETDEWEB)

Cartwright, Bob [BNFL (United Kingdom)

1989-07-01

During the last two and half years, British Nuclear Fuels havevspent approaching 9 million pounds on advertising, expenditure designed to increase the public's acceptance of nuclear power and BNFL's operations in particular. That money has been spent against a difficult background, the campaign having started just seven weeks after the Chernobyl disaster, although the strategy, was developed before Chernobyl changed so many people's attitude towards nuclear power. Sellafield was seen by many in the nuclear industry, and not only in Britain, as a major problem, and the public, judging by opinion research conducted at the time, shared that view. Research showed: Most people Saw BNFL as an environmental polluter and a danger to health; Sellafield was aeon as a dangerous place at which to work or near which to live; BNFL was seen as secretive and dishonest. One of the major argument for using advertising as the focal point of any major campaign is that, unlike press relations, it can be controlled. This was particularly important, as the press coverage was already bad, and something dramatic had to be done to change the situation. At first, we considered two fairly obvious strategies. To try and explain the benefits of nuclear power and BNFL's role, and secondly to explain the risks and put them into the context of other everyday risks. The campaign started in June 1986, with colour advertisements in magazines and newspaper supplements. Attached to the advertisement were invitation cards, with nine million printed. This was followed by a 50 second TV advertisement, broadcast nationally. Our aim to make the campaign newsworthy certainly worked. With the help of a public relations exercise, the TV ad was shown on a wide range of news programmes, and many newspaper articles were written about this new approach to selling nuclear power to the public. People started to visit Sellafield in ever increasing numbers. The biggest surprise was at the end of 1987, when Sellafield

The role of advertising in promoting Sellafield

International Nuclear Information System (INIS)

Cartwright, Bob

1989-01-01

During the last two and half years, British Nuclear Fuels havevspent approaching 9 million pounds on advertising, expenditure designed to increase the public's acceptance of nuclear power and BNFL's operations in particular. That money has been spent against a difficult background, the campaign having started just seven weeks after the Chernobyl disaster, although the strategy, was developed before Chernobyl changed so many people's attitude towards nuclear power. Sellafield was seen by many in the nuclear industry, and not only in Britain, as a major problem, and the public, judging by opinion research conducted at the time, shared that view. Research showed: Most people Saw BNFL as an environmental polluter and a danger to health; Sellafield was aeon as a dangerous place at which to work or near which to live; BNFL was seen as secretive and dishonest. One of the major argument for using advertising as the focal point of any major campaign is that, unlike press relations, it can be controlled. This was particularly important, as the press coverage was already bad, and something dramatic had to be done to change the situation. At first, we considered two fairly obvious strategies. To try and explain the benefits of nuclear power and BNFL's role, and secondly to explain the risks and put them into the context of other everyday risks. The campaign started in June 1986, with colour advertisements in magazines and newspaper supplements. Attached to the advertisement were invitation cards, with nine million printed. This was followed by a 50 second TV advertisement, broadcast nationally. Our aim to make the campaign newsworthy certainly worked. With the help of a public relations exercise, the TV ad was shown on a wide range of news programmes, and many newspaper articles were written about this new approach to selling nuclear power to the public. People started to visit Sellafield in ever increasing numbers. The biggest surprise was at the end of 1987, when Sellafield

43 CFR 423.27 - Advertising and public solicitation.

Science.gov (United States)

2010-10-01

... 43 Public Lands: Interior 1 2010-10-01 2010-10-01 false Advertising and public solicitation. 423.27 Section 423.27 Public Lands: Interior Regulations Relating to Public Lands BUREAU OF RECLAMATION... of Conduct § 423.27 Advertising and public solicitation. You must not engage in advertising or...

Banner Advertising

OpenAIRE

Majoroš, Miroslav

2008-01-01

History of internet advertising, types of internet advertising. Banner advertising, methods of payment for banner advertising, formats and technologies. Internet media market in Czech Republic, portals, servers, media agents, media agencies, SPIR association. Banner campaign, its planning, execution and evaluation. Videobanner campaign Nivea For Men, searching for the most effective format for videoadvertising on the internet.

Clustering Methods Application for Customer Segmentation to Manage Advertisement Campaign

OpenAIRE

Maciej Kutera; Mirosława Lasek

2010-01-01

Clustering methods are recently so advanced elaborated algorithms for large collection data analysis that they have been already included today to data mining methods. Clustering methods are nowadays larger and larger group of methods, very quickly evolving and having more and more various applications. In the article, our research concerning usefulness of clustering methods in customer segmentation to manage advertisement campaign is presented. We introduce results obtained by using four sel...

Practitioners’ view of the role of OOH advertising media in IMC campaigns

Directory of Open Access Journals (Sweden)

A. Therese Roux

2016-12-01

Full Text Available Despite the traction that contemporary out-of-home advertising has gained in the global media landscape, there are still some ambiguities regarding the contribution of this medium in the context of integrated marketing communication. Previous studies have examined consumers’ responses to different out-of-home advertising media types; however, little attention has been paid to how they could contribute to an overall integrated marketing communication (IMC program. The purpose of the study was, therefore, to explore a practitioner’s view of the role of out-of-home advertising media in an integrated marketing communication campaign. Investigating knowledgeable practitioners’ perspectives and practices helped to reveal novel media planning techniques applied by specialists in the field and contributed to the limited theory on out-of-home advertising media planning. The three roles performed by out-of-home advertising media within this context: support; lead; or even as the only media, were clarified. Some unique media tactics to reach marketing communication objectives on cognitive, affective or behavioural levels and direction for future research were also proposed.

Florida's "truth" campaign: a counter-marketing, anti-tobacco media campaign.

Science.gov (United States)

Zucker, D; Hopkins, R S; Sly, D F; Urich, J; Kershaw, J M; Solari, S

2000-05-01

The "truth" campaign was created to change youth attitudes about tobacco and to reduce teen tobacco use throughout Florida by using youth-driven advertising, public relations, and advocacy. Results of the campaign include a 92 percent brand awareness rate among teens, a 15 percent rise in teens who agree with key attitudinal statements about smoking, a 19.4 percent decline in smoking among middle school students, and a 8.0 percent decline among high school students. States committed to results-oriented youth anti-tobacco campaigns should look to Florida's "truth" campaign as a model that effectively places youth at the helm of anti-tobacco efforts.

48 CFR 570.106 - Publicizing/Advertising.

Science.gov (United States)

2010-10-01

... 48 Federal Acquisition Regulations System 4 2010-10-01 2010-10-01 false Publicizing/Advertising. 570.106 Section 570.106 Federal Acquisition Regulations System GENERAL SERVICES ADMINISTRATION SPECIAL CONTRACTING PROGRAMS ACQUIRING LEASEHOLD INTERESTS IN REAL PROPERTY General 570.106 Publicizing/Advertising...

[Analysis of the publicity campaign of the tobacco brand Fortuna in 1999-2000].

Science.gov (United States)

Sarría-Santamera, A; Cortés-Blanco, M; Elder, J

2001-01-01

The majority of tobacco advertisement in Spain is directed at youth. This advertisement, carried out on several fronts, is particularly effective with young people. In the present work we analyze different advertising efforts involved in the ad campaign carried out by Fortuna-brand (a product of the company Tabacalera S.A., and sector leader of sales in Spain) in 1999 and 2000. In terms of their marketing strategy, we can conclude that Fortuna's principal commercial objective is presenting tobacco as intrinsically associated with being young. Both the indirect promotion of its products through activities and its commercials, are aimed towards developing the image that tobacco symbolizes the series of core values more appreciated by youth. Relevant legislation will have to be adapted to this reality in order to control specifically the manner in which publicity such as that promoted by Fortuna is directed to the population.

Cross-cultural advertising

OpenAIRE

Пурчельянова, Н. Ю.

2011-01-01

The essence of successful advertising is to convince people that a product is meant for them. By purchasing it, they will receive some benefit (lifestyle, status, convenience, etc.). However, when an advertising campaign is taken abroad different values as to what enhances status or gives convenience exist. These differences make the original advertising campaign defunct. It is therefore critical to any cross cultural advertising campaign that an understanding of a particular culture is acqui...

Project LEAN--lessons learned from a national social marketing campaign.

Science.gov (United States)

Samuels, S E

1993-01-01

The Henry J. Kaiser Family Foundation initiated a social marketing campaign in 1987 to reduce the nation's risk for heart disease and some cancers. Consensus on recommendations for dietary change have stimulated the development of a variety of social marketing campaigns to promote behavior change. Project LEAN (Low-Fat Eating for America Now) is a national campaign whose goal is to reduce dietary fat consumption to 30 percent of total calories through public service advertising, publicity, and point-of-purchase programs in restaurants, supermarkets, and school and worksite cafeterias. The public service advertising reached 50 percent of the television viewing audience and the print publicity, more than 35 million readers. The toll-free hotline received more than 300,000 calls. Thirty-four organizations joined the foundation in partnership and raised $350,000 for collaborative activities. Thirteen States implemented local campaigns. Lessons have been learned about the use of the media, market segmentation, effective spokespersons, and successful partnerships. These lessons will be valuable to others planning social marketing campaigns on nutrition and other preventive behaviors.

Youth's Awareness of and Reactions to The Real Cost National Tobacco Public Education Campaign.

Directory of Open Access Journals (Sweden)

Jennifer C Duke

Full Text Available In 2014, the Food and Drug Administration (FDA launched its first tobacco-focused public education campaign, The Real Cost, aimed at reducing tobacco use among 12- to 17-year-olds in the United States. This study describes The Real Cost message strategy, implementation, and initial evaluation findings. The campaign was designed to encourage youth who had never smoked but are susceptible to trying cigarettes (susceptible nonsmokers and youth who have previously experimented with smoking (experimenters to reassess what they know about the "costs" of tobacco use to their body and mind. The Real Cost aired on national television, online, radio, and other media channels, resulting in high awareness levels. Overall, 89.0% of U.S. youth were aware of at least one advertisement 6 to 8 months after campaign launch, and high levels of awareness were attained within the campaign's two targeted audiences: susceptible nonsmokers (90.5% and experimenters (94.6%. Most youth consider The Real Cost advertising to be effective, based on assessments of ad perceived effectiveness (mean = 4.0 on a scale from 1.0 to 5.0. High levels of awareness and positive ad reactions are requisite proximal indicators of health behavioral change. Additional research is being conducted to assess whether potential shifts in population-level cognitions and/or behaviors are attributable to this campaign. Current findings demonstrate that The Real Cost has attained high levels of ad awareness which is a critical first step in achieving positive changes in tobacco-related attitudes and behaviors. These data can also be used to inform ongoing message and media strategies for The Real Cost and other U.S. youth tobacco prevention campaigns.

Youth's Awareness of and Reactions to The Real Cost National Tobacco Public Education Campaign.

Science.gov (United States)

Duke, Jennifer C; Alexander, Tesfa N; Zhao, Xiaoquan; Delahanty, Janine C; Allen, Jane A; MacMonegle, Anna J; Farrelly, Matthew C

2015-01-01

In 2014, the Food and Drug Administration (FDA) launched its first tobacco-focused public education campaign, The Real Cost, aimed at reducing tobacco use among 12- to 17-year-olds in the United States. This study describes The Real Cost message strategy, implementation, and initial evaluation findings. The campaign was designed to encourage youth who had never smoked but are susceptible to trying cigarettes (susceptible nonsmokers) and youth who have previously experimented with smoking (experimenters) to reassess what they know about the "costs" of tobacco use to their body and mind. The Real Cost aired on national television, online, radio, and other media channels, resulting in high awareness levels. Overall, 89.0% of U.S. youth were aware of at least one advertisement 6 to 8 months after campaign launch, and high levels of awareness were attained within the campaign's two targeted audiences: susceptible nonsmokers (90.5%) and experimenters (94.6%). Most youth consider The Real Cost advertising to be effective, based on assessments of ad perceived effectiveness (mean = 4.0 on a scale from 1.0 to 5.0). High levels of awareness and positive ad reactions are requisite proximal indicators of health behavioral change. Additional research is being conducted to assess whether potential shifts in population-level cognitions and/or behaviors are attributable to this campaign. Current findings demonstrate that The Real Cost has attained high levels of ad awareness which is a critical first step in achieving positive changes in tobacco-related attitudes and behaviors. These data can also be used to inform ongoing message and media strategies for The Real Cost and other U.S. youth tobacco prevention campaigns.

High levels of confusion for cholesterol awareness campaigns.

Science.gov (United States)

Hall, Danika V

2008-09-15

Earlier this year, two industry-sponsored advertising campaigns for cholesterol awareness that target the general public were launched in Australia. These campaigns aimed to alert the public to the risks associated with having high cholesterol and encouraged cholesterol testing for wider groups than those specified by the National Heart Foundation. General practitioners should be aware of the potential for the two campaigns to confuse the general public as to who should be tested, and where. The campaign sponsors (Unilever Australasia and Pfizer) each have the potential to benefit by increased market share for their products, and increased profits. These disease awareness campaigns are examples of what is increasingly being termed "condition branding" by pharmaceutical marketing experts.

Media Selection for Public TV Advertisements.

Science.gov (United States)

Hallstead, William F.

Since limited funds restrict advertising by Public Broadcasting System (PBS) stations, and since PBS serves a variety of audiences, the selection of appropriate advertising media for PBS programs is difficult. It is further complicated by conflicting research reports on the public use of the daily papers. Availability to the target audience should…

Working to make an image: an analysis of three Philip Morris corporate image media campaigns.

Science.gov (United States)

Szczypka, Glen; Wakefield, Melanie A; Emery, Sherry; Terry-McElrath, Yvonne M; Flay, Brian R; Chaloupka, Frank J

2007-10-01

To describe the nature and timing of, and population exposure to, Philip Morris USA's three explicit corporate image television advertising campaigns and explore the motivations behind each campaign. Analysis of television ratings from the largest 75 media markets in the United States, which measure the reach and frequency of population exposure to advertising; copies of all televised commercials produced by Philip Morris; and tobacco industry documents, which provide insights into the specific goals of each campaign. Household exposure to the "Working to Make a Difference: the People of Philip Morris" averaged 5.37 ads/month for 27 months from 1999-2001; the "Tobacco Settlement" campaign averaged 10.05 ads/month for three months in 2000; and "PMUSA" averaged 3.11 ads/month for the last six months in 2003. The percentage of advertising exposure that was purchased in news programming in order to reach opinion leaders increased over the three campaigns from 20%, 39% and 60%, respectively. These public relations campaigns were designed to counter negative images, increase brand recognition, and improve the financial viability of the company. Only one early media campaign focused on issues other than tobacco, whereas subsequent campaigns have been specifically concerned with tobacco issues, and more targeted to opinion leaders. The size and timing of the advertising buys appeared to be strategically crafted to maximise advertising exposure for these population subgroups during critical threats to Philip Morris's public image.

Did augmenting the VERB campaign advertising in select communities have an effect on awareness, attitudes, and physical activity?

Science.gov (United States)

Berkowitz, Judy M; Huhman, Marian; Nolin, Mary Jo

2008-06-01

Although VERB was designed as a national media campaign, funding and donated media time enabled more-intensive advertising and marketing in certain communities. To investigate the effect of increased advertising on physical activity outcomes, six "high-dose" communities were selected to receive more hours of advertising and additional promotional activities. Longitudinal quasi-experimental design comparing outcomes in six communities that received additional VERB marketing activities with outcomes in a comparison group that received only the national dose of advertising. Two cohorts of dyads of youth aged 9-13 years (tweens) and one parent at baseline (2002), followed for 2 years. During the first year of the VERB campaign, each of the six high-dose communities received 50% more advertising and conducted special campaign activities. During the second year, only four of the six communities received the larger dose of advertising and additional promotional activities because of reduced funding. Awareness and understanding of VERB messages; attitudes about physical activity (self-efficacy, social influences, and outcome expectations); and physical activity behaviors. After 1 year, tweens in the high-dose communities reported higher levels of awareness and understanding of VERB and scored higher on the social influences scale than did tweens in a comparison group in areas that received only the national dose of advertising. After 2 years, tweens in the high-dose communities reported higher awareness and understanding of VERB, greater self-efficacy, more sessions of free-time physical activity per week, and were more active on the day before being surveyed than tweens in the comparison group who received the average national dose. Providing communities with a higher dose of marketing activities and sustaining those activities over time yields more positive outcomes.

Contextual Influences and Campaign Awareness Among Young Adults: Evidence from the National truth® Campaign.

Science.gov (United States)

Vallone, Donna M; Ilakkuvan, Vinu; Xiao, Haijun; Cantrell, Jennifer; Rath, Jessica; Hair, Elizabeth

2015-01-01

Mass media campaigns have been found to shape the public's knowledge, attitudes, beliefs, and behavior around tobacco. This study examines the influence of contextual factors with respect to awareness of the national truth® campaign, a mass media, branded tobacco use prevention campaign, among a sample of young adults (n = 2,804) aged 24-34 years old; these respondents were within the age range for both the primary and secondary targets of the campaign during the period (2000-2007) when the campaign was airing television advertising at consistently high levels. Mulitvariable models reveal lower educational attainment and Hispanic ethnicity as significant contextual factors predictive of lower campaign awareness, controlling for media use. In contrast, gender, state tobacco control policy, sensation-seeking, current smoking status, and community-level SES variables were not significantly associated with campaign awareness. Further research is needed to identify the mechanisms through which public education campaigns operate, particularly among disadvantaged communities.

Can anti-smoking television advertising affect smoking behaviour? controlled trial of the Health Education Authority for England's anti-smoking TV campaign.

Science.gov (United States)

McVey, D; Stapleton, J

2000-09-01

To evaluate the effectiveness of the Health Education Authority for England's anti-smoking television advertising campaign in motivating smokers to give up and preventing relapse in those who had already given up. A prospective, controlled trial was conducted in four TV regions in central and northern England. One region received no intervention (controls), two regions received TV anti-smoking advertising (TV media), and one region received TV anti-smoking advertising plus locally organised anti-tobacco campaigning (TV media + LTCN). The TV advertisements were screened in two phases over 18 months; during the first phase the intensity of the advertising was varied between TV regions. 5468 men and women (2997 smokers, 2471 ex-smokers) were selected by two stage random sampling and interviewed before the intervention, of whom 3610 were re-interviewed six months later, after the first phase of the campaign. Only those interviewed at six months were followed to the main end point at 18 months when 2381 subjects were re-interviewed. Self reports of cigarette smoking at the 18 month follow up were compared between the three levels of intervention. Odds ratios for intervention effects were adjusted for pre-intervention predictors of outcome and pooled for smokers and ex-smokers using meta-analytic methods. After 18 months, 9. 8% of successfully re-interviewed smokers had stopped and 4.3% of ex-smokers had relapsed. The pooled adjusted odds ratio for not smoking in the TV media only condition compared to controls was 1.53 (95% confidence intervals (CI) 1.02 to 2.29, p = 0.04), and for TV media + LTCN versus controls, 1.67 (95% CI 1.0 to 2.8, p = 0.05). There was no evidence of an extra effect of the local tobacco control network when combined with TV media (odds ratio 1.15, 95% CI 0.74 to 1.78, p = 0.55). The was also no evidence of any intervention effects after the first phase of the TV media campaign, including no effect of varying the intensity of the advertising

Youth's Awareness of and Reactions to The Real Cost National Tobacco Public Education Campaign

Science.gov (United States)

Duke, Jennifer C.; Alexander, Tesfa N.; Zhao, Xiaoquan; Delahanty, Janine C.; Allen, Jane A.; MacMonegle, Anna J.; Farrelly, Matthew C.

2015-01-01

In 2014, the Food and Drug Administration (FDA) launched its first tobacco-focused public education campaign, The Real Cost, aimed at reducing tobacco use among 12- to 17-year-olds in the United States. This study describes The Real Cost message strategy, implementation, and initial evaluation findings. The campaign was designed to encourage youth who had never smoked but are susceptible to trying cigarettes (susceptible nonsmokers) and youth who have previously experimented with smoking (experimenters) to reassess what they know about the “costs” of tobacco use to their body and mind. The Real Cost aired on national television, online, radio, and other media channels, resulting in high awareness levels. Overall, 89.0% of U.S. youth were aware of at least one advertisement 6 to 8 months after campaign launch, and high levels of awareness were attained within the campaign’s two targeted audiences: susceptible nonsmokers (90.5%) and experimenters (94.6%). Most youth consider The Real Cost advertising to be effective, based on assessments of ad perceived effectiveness (mean = 4.0 on a scale from 1.0 to 5.0). High levels of awareness and positive ad reactions are requisite proximal indicators of health behavioral change. Additional research is being conducted to assess whether potential shifts in population-level cognitions and/or behaviors are attributable to this campaign. Current findings demonstrate that The Real Cost has attained high levels of ad awareness which is a critical first step in achieving positive changes in tobacco-related attitudes and behaviors. These data can also be used to inform ongoing message and media strategies for The Real Cost and other U.S. youth tobacco prevention campaigns. PMID:26679504

Does generic advertising work? A systematic evaluation of the Danish campaign for fresh fish

DEFF Research Database (Denmark)

Scholderer, Joachim; Grunert, Klaus G.

2001-01-01

Before and after the 3-year generic advertising campaign for fresh fish in Denmark, representative consumer samples were surveyed with regard to their attitudes towards fresh fish, perceived family norms, availability of fresh fish in shops, meal preparation skills, intentions to buy fresh fish...

Does generic advertising work? A systematic evaluation of the Danish campaign for fresh fish

DEFF Research Database (Denmark)

Scholderer, Joachim; Grunert, Klaus G.

Before and after the 3-year generic advertising campaign for fresh fish in Denmark, representative consumer samples were surveyed with regard to their attitudes towards fresh fish, perceived family norms, availability of fresh fish in shops, meal preparation skills, intentions to buy fresh fish...

Can anti-smoking television advertising affect smoking behaviour? Controlled trial of the Health Education Authority for England's anti-smoking TV campaign

Science.gov (United States)

McVey, D.; Stapleton, J.

2000-01-01

OBJECTIVES—To evaluate the effectiveness of the Health Education Authority for England's anti-smoking television advertising campaign in motivating smokers to give up and preventing relapse in those who had already given up.
DESIGN—A prospective, controlled trial was conducted in four TV regions in central and northern England. One region received no intervention (controls), two regions received TV anti-smoking advertising (TV media), and one region received TV anti-smoking advertising plus locally organised anti-tobacco campaigning (TV media + LTCN). The TV advertisements were screened in two phases over 18 months; during the first phase the intensity of the advertising was varied between TV regions. 5468 men and women (2997 smokers, 2471 ex-smokers) were selected by two stage random sampling and interviewed before the intervention, of whom 3610 were re-interviewed six months later, after the first phase of the campaign. Only those interviewed at six months were followed to the main end point at 18 months when 2381 subjects were re-interviewed.
MAIN OUTCOME MEASURES—Self reports of cigarette smoking at the 18 month follow up were compared between the three levels of intervention. Odds ratios for intervention effects were adjusted for pre-intervention predictors of outcome and pooled for smokers and ex-smokers using meta-analytic methods.
RESULTS—After 18 months, 9.8% of successfully re-interviewed smokers had stopped and 4.3% of ex-smokers had relapsed. The pooled adjusted odds ratio for not smoking in the TV media only condition compared to controls was 1.53 (95% confidence intervals (CI) 1.02 to 2.29, p = 0.04), and for TV media + LTCN versus controls, 1.67 (95% CI 1.0 to 2.8, p = 0.05). There was no evidence of an extra effect of the local tobacco control network when combined with TV media (odds ratio 1.15, 95% CI 0.74 to 1.78, p = 0.55). The was also no evidence of any intervention effects after the first phase of the

Is Fear Really Persuasive: The case of antismoking advertising for young adults

OpenAIRE

Dion, Michele

2005-01-01

Persuasive communication has been used for ages, from the great Ancient Greece to modern days, in order to modify people's ways of thinking and acting. It has a tremendous role to play when it comes to advertising, even more so if considering social advertising campaigns. One of the determinants that were scrutinized before through research in the field of persuasive communication is the appeal to fear, which is frequently used in public health campaigns, such as antismoking advertising. In s...

Analysis of success factors in advertising

OpenAIRE

Fedorchak, Oleksiy; Kedebecz, Kristina

2017-01-01

The essence of factors of the success of advertising campaigns is investigated. The stages of conducting and stages of evaluation of the effectiveness of advertising campaigns are determined. Also defined goals and objectives of advertising campaigns.

48 CFR 570.402-2 - Publicizing/Advertising.

Science.gov (United States)

2010-10-01

... 48 Federal Acquisition Regulations System 4 2010-10-01 2010-10-01 false Publicizing/Advertising. 570.402-2 Section 570.402-2 Federal Acquisition Regulations System GENERAL SERVICES ADMINISTRATION... for Continued Space Requirements 570.402-2 Publicizing/Advertising. Publish a notice if required by...

Before You Advertise: First, Know Your Institution and Your Market.

Science.gov (United States)

Durkin, Dorothy

1980-01-01

Advertising is seen as an important part of any college marketing strategy. A well-planned advertising campaign can increase public awareness and reinforce the positive attitudes of current students toward the program. Objectives, reaching the right people, and marketing strategy are discussed. (MLW)

Is there a nocebo response that results from disease awareness campaigns and advertising in Australia, and can this effect be mitigated?

Science.gov (United States)

Benson, Stuart; Hunter, David

2018-05-15

Direct-to-consumer advertising is banned in Australia, and instead pharmaceutical companies use disease awareness campaigns as a strategy to raise public awareness of conditions for which the company produces a treatment. This practice has been justified by promoting individual autonomy and public health, but it has attracted criticism regarding medicalisation of normal health and ageing, and exaggeration of the severity of the condition in question, imbalanced reporting of risks and benefits, and damaging the patient-clinician relationship. While there are benefits of disease awareness promotion, there is another possible adverse consequence that has not yet been rigorously considered: the possibility of inducing a nocebo response via the campaign. We will discuss the creation of a nocebo response in this context. © Article author(s) (or their employer(s) unless otherwise stated in the text of the article) 2018. All rights reserved. No commercial use is permitted unless otherwise expressly granted.

Publicity, Advertising and Spirituality

OpenAIRE

Ramona Olivia ŞTEFĂNESCU-MIHĂILĂ

2014-01-01

Advertising industry is more and more often associated to brilliant minds in areas such as: psychology, sociology, anthropology, who turned a job into a full time task of “penetrating the collective public mind, (...) its manipulation, exploitation and control”. That is why, ever since its beginnings, the advertising industry was admonished by social critics for taking materialism to the highest levels; to replace inner happiness and intrinsic motivation with the wish to be productive in soci...

Project LEAN--lessons learned from a national social marketing campaign.

OpenAIRE

Samuels, S E

1993-01-01

The Henry J. Kaiser Family Foundation initiated a social marketing campaign in 1987 to reduce the nation's risk for heart disease and some cancers. Consensus on recommendations for dietary change have stimulated the development of a variety of social marketing campaigns to promote behavior change. Project LEAN (Low-Fat Eating for America Now) is a national campaign whose goal is to reduce dietary fat consumption to 30 percent of total calories through public service advertising, publicity, an...

Televised obesity-prevention advertising across US media markets: exposure and content, 2010-2011.

Science.gov (United States)

Kornfield, Rachel; Szczypka, Glen; Powell, Lisa M; Emery, Sherry L

2015-04-01

To examine levels of exposure and content characteristics for recent televised obesity-prevention campaigns sponsored by state and community health departments, federal agencies, non-profit organizations and television stations in the USA. Nielsen television ratings for obesity-prevention advertising were collected for the top seventy-five US media markets and were used to calculate household exposure levels for 2010 and 2011. Governmental advertisements were coded for content. United States. Average household exposure to obesity-prevention campaigns was 2·6 advertisements per month. Exposure increased by 31 % between 2010 and 2011, largely driven by increases in federal advertisements. In 2011, the federal government accounted for 62 % of obesity-prevention exposure, non-profit organizations for 9 %, community departments for 8 %, state departments for 3 %, and television station-sponsored public-service announcements for 17 %. The greatest percentage increase between 2010 and 2011 was in community advertising, reflecting efforts funded by the Communities Putting Prevention to Work (CPPW) programme. Among thirty-four state and community campaigns, the majority advocated both healthy eating and physical activity (53 %). Campaigns typically had positive or neutral emotional valence (94 %). Obesity or overweight was mentioned in 47 % of campaigns, but only 9 % specifically advocated weight loss. Exposure to televised obesity-prevention advertising increased from 2010 to 2011 and was higher than previously found in 1999-2003, apart from in 2003 during the federal VERB campaign. Nevertheless, exposure remains low relative to advertising for unhealthy foods. New federal campaigns have increased exposure to obesity-prevention advertising nationally, while CPPW grants have increased exposure for targeted areas.

THE ADVERTISING-VALUE-EQUIVALENT (AVE METHOD IN QUANTIFYING ECONOMIC VALUES OF PUBLIC RELATIONS ACTIVITIES: EXPERIENCE OF A PUBLIC-LISTED COMPANY IN MALAYSIA

Directory of Open Access Journals (Sweden)

Musa Abu Hassan

2006-01-01

Full Text Available Why should public relations (PR not be evaluated for its economic value? Despite the point of its social or intangible values, the argument goes on and on in most management meetings where PR practitioners always face the challenges of justifying their worth – often in monetary terms. In an open dialogue with Grunig during his visit to Malaysia in 2004, this renowned PR guru also expressed the difficulty of quantifying the actual PR worth. It is best to qualify PR values by assessing its priceless relationships with the company’s stakeholders. However, in our routine business life, especially at the middle management level, the above question seems unavoidable. In enhancing excellence for PR and communication management, Ehling (1992 placed the logic underlying the economic values of PR on the relationship between benefits and costs associated with the implementation of a PR programme. The above question and problem serve as the main objective of this article. In exploring the solutions for the quantification of PR values in Malaysia, economic education is taken as a remedy for the absence of knowledge and skills in making intelligent decisions in the marketplace (Baskin et al., 1997; Lattimor et al., 2004. In this research context, the researchers (a combination of a practitioner and an academician respectively confined the scope to the experience of a selected public-listed company for its PR campaign implemented in 2004. Quantification was attempted by evaluating the assessment in print media exposures. All earned media coverage for that particular PR campaign was measured for the media type, space, position, and the corresponding advertising rate. Monetary value was assigned to every single piece of PR news in the way disbursements are made to paid media for advertising activities. The explication of this advertising-value-equivalent (AVE method in quantifying economic values for PR news with regard to the selected campaign was made

Riding the rural radio wave: The impact of a community-led drug and alcohol radio advertising campaign in a remote Australian Aboriginal community.

Science.gov (United States)

Munro, Alice; Allan, Julaine; Shakeshaft, Anthony; Snijder, Mieke

2017-10-01

Aboriginal people experience a higher burden of disease as a consequence of drug and alcohol (D&A) abuse. Although media campaigns can be a popular tool for disseminating health promotion messages, evidence of the extent to which they reduce the impact of substance abuse is limited, especially for rural Aboriginal communities. This paper is the first to examine the impact a locally designed D&A radio advertising campaign for Aboriginal people in a remote community in Western NSW. A post-intervention evaluation. The radio campaign was implemented in Bourke, (population 2465, 30% Aboriginal). Fifty-three community surveys were completed. The self-reported level of awareness of the campaign and the number of self-referrals to local D&A workers in the intervention period. Most respondents (79%) reported they listen to radio on a daily basis, with 75% reporting that they had heard one or more of the advertisements. The advertisement that was remembered best contained the voice of a respected, local person. There was one self-referral to local health services during the intervention timeframe. The community-led radio advertising campaign increased community awareness of substance abuse harms, but had limited impact on formal help-seeking. This paper highlights the value of radio as a commonly used, trusted and culturally relevant health promotion medium for rural communities, especially when engaging local respected Aboriginal presenters. © 2017 National Rural Health Alliance Inc.

Message Effects of Public Service Advertising.

Science.gov (United States)

Lynn, Jerry R.

Public service advertisements, disseminated via the mass media, have been credited with "positive attitudinal effects" in past research, but only certain kinds of such advertisements are really effective. Of the types of appeals used in television commercials--informative, emotional, "establishment" (or status quo), and…

41 CFR 102-38.135 - What constitutes a public advertisement?

Science.gov (United States)

2010-07-01

... enough in advance of the sale to ensure adequate notice, and to target your advertising efforts toward... OF PERSONAL PROPERTY Sales Process Advertising § 102-38.135 What constitutes a public advertisement... personal property to be sold is considered public advertising. You may also distribute mailings or flyers...

Los anuncios de juguetes en la campaña de Navidad Content analysis about toy’s advertisment during Christmas campaign

Directory of Open Access Journals (Sweden)

Marina Ferrer López

2007-10-01

Full Text Available En nuestros días, la publicidad se ha convertido en una herramienta de gran influencia en los gustos y preferencias de los niños. El presente estudio intenta analizar las características de los anuncios de juguetes en un periodo en el que se emiten masivamente como es la campaña de navidad. Los datos obtenidos revelan que la ambigüedad de la ley que regula este tipo de publicidad hace que se siga dando fuertes estereotipos femeninos y masculinos o discursos que permiten crear una imagen del producto mitificada e irreal. Nowadays, advertising is a tool with great influence on children’s tastes and preferences. This study tries to analyze the characteristics of advertisements of toys during the Christmas campaign, when there is a saturation of this type of advertisements. Our results show that the ambiguity of the law that regulates this type of publicity still allows strong male and female stereotypes, and a discourse that creates an unreal image of the product.

Advertising health: the case for counter-ads.

Science.gov (United States)

Dorfman, L; Wallack, L

1993-01-01

Public service advertisements have been used by many in hopes of "selling" good health behaviors. But selling good behavior--even if it could be done more effectively--is not the best goal for using mass media to prevent health problems. Personal behavior is only part of what determines health status. Social conditions and the physical environment are important determinants of health that are usually ignored by health promotion advertising. Public service advertising may be doing more harm than good if it is diverting attention from more effective socially based health promotion strategies. Counter-ads are one communications strategy that could be used to promote a broader responsibility for rectifying health problems. In the tradition of advocacy advertising directly promoting policy rather than products, counter-ads promote views consistent with a public health perspective. Counter-ads set the agenda for health issues, conferring status on policy-oriented strategies for addressing health problems. The primary purpose of counter-ads is to challenge the dominant view that public health problems reflect personal health habits. They are controversial because they place health issues in a social and political context. Advertising strategies for health promotion range over a spectrum from individually oriented public service advertising to socially oriented counter-advertising. The recent anti-tobacco campaign from the California Department of Health Services represents advertisements across the spectrum. Counter-ads that focus on a politically controversial definition for health problems are an appropriate and necessary alternative to public service advertising. PMID:8265756

FALSE CAMPAIGN DALAM IKLAN LAYANAN MASYARAKAT PASKA KENAIKAN HARGA BAHAN BAKAR MINYAK 1 OKTOBER 2005

Directory of Open Access Journals (Sweden)

Andrian Dektisa Hagijanto

2006-01-01

Full Text Available Due to public’s reaction initiated by the raised oil prices per October 1%2C 2006%2C the government launched several Public Service Advertisements featuring a religious figure%2C an education figure%2C and a former cabinet member. These advertisements%2C however%2C raised some critiques. Public Service Advertisement (PSA is a social discourse that can influence the public. In essence%2C PSA is objective and in general portray the reality in our community. Blunder in creating PSA’s will cause social reaction%2C false campaign%2C and even empty discourse that will actually make blunder for the advertisers. Abstract in Bahasa Indonesia : Akibat reaksi masyarakat yang dipicu oleh kenaikan harga bahan bakar minyak per 1 Oktober 2006 maka pemerintah meluncurkan iklan layanan masyarakat yang memakai figur tokoh agama%2C pendidikan%2C dan mantan menteri. Namun iklan layanan masyarakat ini juga menuai kritik. Iklan Layanan Masyarakat (ILM adalah diskursus sosial yang dapat mempengaruhi khalayak masyarakat. Sejatinya ILM adalah objektif dan menggambarkan realitas masyarakat pada umumnya. Kecerobohan di dalam membuat ILM akan memancing reaksi sosial%2C kampanye salah (false campaign%2C dan bahkan empty discourse yang justru akan menjadi blunder bagi pengiklan. Public Service Advertisement post oil price increase of 1 October 2006%2C false campaign%2C subjective interpretation%2C communication using symbol as the signified.

The Geography of Political Communication: Effects of Regional Variations in Campaign Advertising on Citizen Communication

Science.gov (United States)

Cho, Jaeho

2011-01-01

This study explores whether and how campaign-induced changes in local information environments influence citizens' everyday communication activities. The empirical analysis in this study centers on a comparison of two New Jersey media markets that showed idiosyncratic differences in the amount of political advertising during the 2000 presidential…

Optimizing direct response in Internet display advertising

OpenAIRE

Aksakallı, Vural

2013-01-01

Internet display advertising has grown into a multi-billion dollar a year global industry and direct response campaigns account for about three-quarters of all Internet display advertising. In such campaigns, advertisers reach out to a target audience via some form of a visual advertisement (hereinafter also called “ad”) to maximize short-term sales revenue. In this study, we formulate an advertiser’s revenue maximization problem in direct response Internet display advertisement campaigns as ...

Public Sphere - Political Advertisement Relationship in Turkey: Analysing Political Advertisements of JDP in General Elections 2011

Directory of Open Access Journals (Sweden)

Erdal Dağtaş

2015-09-01

Full Text Available Public sphere is a social space, open to active individual access and free discussion, rescued from state intervention, where communicative action free from violence and individual benefits is undertaken; and rational-critical discourse is built. Political advertisement is the type advertising which aims at directing voters or the government to a particular action, having them adopt a certain view or approach. The concept of political advertising emerged with the practice of using commercial advertising techniques to promote a party, candidate or an idea. Justice and Development Party (JDP, has been ruling Turkey since 2002. The leader of the party is Prime Minister Recep Tayyip Erdoğan. It is a conservative party and has carried out some practices that could be regarded as negative. Anti-secular attitudes are also among these practices. Thus, analysing the political advertisements of JDP has proved to be interesting. Public sphere studies are mostly conducted through news stories and columns in media. In that sense, it is significant to analyse political advertisements in terms of public sphere. In this study, the political advertisements of the ruling Justice and Development Party (JDP in the process of Turkish General Parliamentary Election, 2011 have been analysed. The political advertisements in question have been analysed via Sabah newspaper. The reason for choosing Sabah is that it supports JDP as an example of partisan press. The samples have been taken from 2 weeks before the elections. Accordingly, as a full-page advertisement is published every day, 14 political advertisement analyses have been conducted in total. Political advertisements have been analysed using qualitative text analysis. As the study follows the path of public place-political advertising relationship, it finds meaning in itself.

Public reaction to Victoria's "2 Fruit 'n' 5 Veg Every Day" campaign and reported consumption of fruit and vegetables.

Science.gov (United States)

Dixon, H; Borland, R; Segan, C; Stafford, H; Sindall, C

1998-01-01

The Victorian "2 Fruit 'n' 5 Veg Every Day" campaign was aimed at increasing awareness of the need to eat more fruit and vegetables and encouraging increased consumption of these foods in the Australian state of Victoria. The demand-side component of the campaign, which had television advertising as a centerpiece, ran from 1992 to 1995. Annual postcampaign telephone surveys of approximately 500 Victorians ages 20 and over were conducted with the aim of examining public awareness of the campaign, beliefs about desirable eating habits for fruit and vegetables, and reported consumption of these foods. Over the years, patterns in the level of public awareness, reported consumption, and beliefs about appropriate levels of consumption have tended to parallel changes in the level of mass media investment. During the campaign's most intense period of promotional activity, significant increases in all of these variables occurred. The results suggest that significant achievements can be made with relatively small-budget mass media promotion of dietary recommendations, especially when part of a more comprehensive program. However, campaigns may need to be adequately resourced for several years if sustained change is to be achieved.

45 CFR 1370.5 - Public information campaign grants.

Science.gov (United States)

2010-10-01

... 45 Public Welfare 4 2010-10-01 2010-10-01 false Public information campaign grants. 1370.5 Section 1370.5 Public Welfare Regulations Relating to Public Welfare (Continued) OFFICE OF HUMAN DEVELOPMENT... VIOLENCE PREVENTION AND SERVICES PROGRAMS § 1370.5 Public information campaign grants. Each grantee awarded...

Exposure to electronic cigarette television advertisements among youth and young adults.

Science.gov (United States)

Duke, Jennifer C; Lee, Youn O; Kim, Annice E; Watson, Kimberly A; Arnold, Kristin Y; Nonnemaker, James M; Porter, Lauren

2014-07-01

Currently, the US Food and Drug Administration does not regulate electronic cigarette (e-cigarette) marketing unless it is advertised as a smoking cessation aid. To date, the extent to which youth and young adults are exposed to e-cigarette television advertisements is unknown. The objective of this study was to analyze trends in youth and young adult exposure to e-cigarette television advertisements in the United States. Nielsen data on television household audiences' exposure to e-cigarette advertising across US markets were examined by calendar quarter, year, and sponsor. Youth exposure to television e-cigarette advertisements, measured by target rating points, increased 256% from 2011 to 2013. Young adult exposure increased 321% over the same period. More than 76% of all youth e-cigarette advertising exposure occurred on cable networks and was driven primarily by an advertising campaign for 1 e-cigarette brand. E-cigarette companies currently advertise their products to a broad audience that includes 24 million youth. The dramatic increase in youth and young adult television exposure between 2011 and 2013 was driven primarily by a large advertising campaign on national cable networks. In the absence of evidence-based public health messaging, the current e-cigarette television advertising may be promoting beliefs and behaviors that pose harm to the public health. If current trends in e-cigarette television advertising continue, awareness and use of e-cigarettes are likely to increase among youth and young adults. Copyright © 2014 by the American Academy of Pediatrics.

27 CFR 6.54 - Advertising in retailer publications.

Science.gov (United States)

2010-04-01

... 27 Alcohol, Tobacco Products and Firearms 1 2010-04-01 2010-04-01 false Advertising in retailer..., DEPARTMENT OF THE TREASURY LIQUORS âTIED-HOUSEâ Unlawful Inducements Paying for Advertising, Display Or Distribution Service § 6.54 Advertising in retailer publications. The purchase, by an industry member, of...

Some Stylistic Aspects of Social Advertising in Russia

Directory of Open Access Journals (Sweden)

Aigul F. Khanova

2017-10-01

Full Text Available The article considers some stylistic aspects of advertising database in Russia. It examines linguistic and stylistic properties and peculiarities of social advertising and the impact it has on public consciousness. It determines that social advertisements in Russia are characteristic of the vocabulary belonging to the low language norms which reflects cultural and ethical context. Figurative language and stylistic devices aim at appealing to emotions and make the advertisement more memorable. The authors deem it necessary to create a common database on social advertising in Russia in order to facilitate the analysis of economic impact and evaluate the capacity to exert effect on mainstream audience as well as determine strategies to build advertising campaigns.

The 'wrong-way-round' campaign - some aspects of a campaign against nuclear energy initiatives from the viewpoint of the electricity industry

International Nuclear Information System (INIS)

Schmid, R.

2003-01-01

This article takes a look back at the campaigns that were run to oppose two popular initiatives concerning the future of nuclear power in Switzerland that were eventually turned down by the voting public in 2003. One of the popular initiatives called for Switzerland's opting-out of nuclear energy, the other for a moratorium on the building of further nuclear plant. In particular the role played by the Swiss electricity industry in the run-up to the voting and the intensive advertising and public relations campaigns against the initiatives are reviewed. The various campaigns are reviewed chronologically from the standpoint of the electricity industry itself

Images and bodies subject: sexuality in advertising campaign be stupid

Directory of Open Access Journals (Sweden)

Douglas Luiz Menegazzi

2013-08-01

Full Text Available This paper discusses the portrayal of sexuality and gender in contemporary advertising by the image and it focuses on visual analysis of the case study of the campaign Be Stupid, the clothing brand Diesel. Examines some of the ads clearer suggestions to the theme of sexuality, about fifteen images, running between 2010 and 2011em many countries, including Brazil, having won the controversial impact of media such as magazines, billboards and especially the Internet. Perform a survey of theoretical and methodological aspects that facilitate the action of reading and deciphering the images, mainly based on the theory Flusser conceptions of technical image, apparatus, with a view to focus on media production, broadcasting, and formats distribution. These advertising images as visual anthropological objects who discourse through the triad body, image and media conditions of power and surveillance, eroticism, stereotypes and cultural life of the spectacle. Contextualizes the scenario analysis within the postmodern perspective, the society of advanced capitalism and diffuse power and media, marked by profound changes in the scale of the feeling of their individual identities unstable. With an emphasis on Foucauldian theory, discusses the concepts of identity, gender intelligible and cultural practices of subjection of the individual mechanisms for language and sexuality. Discusses how is the construction of visual messages of sexuality and gender roles specified by the images and search on it, demonstrating the wider aspects of visual advertising messages today.

Advertising Influence on Market

OpenAIRE

Dan NASTASE

2014-01-01

A consistent advertising budget does not guarantee a successful advertising campaign. Two companies can spend the same amount of work and get results that completely different. Research demonstrates that creative messages may have greater importance for the success of advertising campaigns than money spent. No matter how big the budget, this activity can be successful only if the ads attract attention and effectively communicate messages.

HOW TO MITIGATE THE RISKS OF MANAGING ONLINE ADVERTISING CAMPAIGNS BY TRAINING WITH SIMBOUND SIMULATION GAME

Directory of Open Access Journals (Sweden)

Louis Doru Havriliuc

2013-12-01

Full Text Available This paper aims to describe how a digital marketing simulation system improve the knowledge and skills of students, as well as their status as members of a virtual community, which gradually evolve from novice to expert in managing online advertising campaigns. The body of the article encompasses three contributions: the know-how of the Simbound Game author, the practical experiences of an instructor, who coordinated students’ activities during three courses and of a Master student – the leader of a team which got the first position after the completion of a game. The advantages of managing no-risk online advertising campaigns are revealed and the students are able to understand how various online marketing tools become useful while a firm expands its operations in e-commerce and must fulfill new tasks and responsibilities. The paper concludes with the practical implications of the Simbound simulation-based learning and the ideas included in the future research agenda.

'Born in Michigan? You're in the biobank': engaging population biobank participants through Facebook advertisements.

Science.gov (United States)

Platt, J E; Platt, T; Thiel, D; Kardia, S L R

2013-01-01

Despite a broad call for biobanks to use social media, data is lacking regarding the capacity of social media tools, especially advertising, to engage large populations on this topic. We used Facebook advertising to engage Michigan residents about the BioTrust for Health. We conducted a low-budget (social media campaign targeting Michigan residents aged 18-28. We placed 25 Facebook advertisements and analyzed their performance in terms of reach and cost across 3 engagement types: passive, active and interactive. We compared engagement before, during and after the campaign. The Facebook page was viewed 1,249 times during the month of the advertising campaign, versus once in the month prior. 779,004 Michigan residents saw ads an average of 25.8 times; 4,275 clicked ads; the average click-through-ratio was 0.021%. Interactions included 516 'likes' and 30 photo contest entries. Cost per outcome ranged from social media strategy to build public awareness about biobanking is not likely to be effective without a promotional 'push' to distribute content. Social media advertisements have the capacity to scale-up engagement on biobanking while keeping costs manageable. Facebook advertisements provide necessary access points for unaware participants, with implications for public trust. Copyright © 2013 S. Karger AG, Basel.

Advertising public outreach--going where the people are

International Nuclear Information System (INIS)

Bradford, D.; Burns, D.

1994-01-01

In a continuing effort to invite new and larger segments of the public to participate in Yucca Mountain Site Characterization Project (YMP) Public Outreach Programs, examination of methods to enhance existing Public Outreach advertising programs began in 1993. Apart from the desire to promote greater public awareness and participation of the YMP, the Project itself is receiving less coverage of its scientific aspects in the local media. Since the public is already comfortable receiving messages in these media, this becomes an additional reason to explore and study advertising as a platform for invitations to the public

Lessons for public health campaigns from analysing commercial food marketing success factors: a case study.

Science.gov (United States)

Aschemann-Witzel, Jessica; Perez-Cueto, Federico J A; Niedzwiedzka, Barbara; Verbeke, Wim; Bech-Larsen, Tino

2012-02-21

Commercial food marketing has considerably shaped consumer food choice behaviour. Meanwhile, public health campaigns for healthier eating have had limited impact to date. Social marketing suggests that successful commercial food marketing campaigns can provide useful lessons for public sector activities. The aim of the present study was to empirically identify food marketing success factors that, using the social marketing approach, could help improve public health campaigns to promote healthy eating. In this case-study analysis, 27 recent and successful commercial food and beverage marketing cases were purposively sampled from different European countries. The cases involved different consumer target groups, product categories, company sizes and marketing techniques. The analysis focused on cases of relatively healthy food types, and nutrition and health-related aspects in the communication related to the food. Visual as well as written material was gathered, complemented by semi-structured interviews with 12 food market trend experts and 19 representatives of food companies and advertising agencies. Success factors were identified by a group of experts who reached consensus through discussion structured by a card sorting method. Six clusters of success factors emerged from the analysis and were labelled as "data and knowledge", "emotions", "endorsement", "media", "community" and "why and how". Each cluster subsumes two or three success factors and is illustrated by examples. In total, 16 factors were identified. It is argued that the factors "nutritional evidence", "trend awareness", "vertical endorsement", "simple naturalness" and "common values" are of particular importance in the communication of health with regard to food. The present study identified critical factors for the success of commercial food marketing campaigns related to the issue of nutrition and health, which are possibly transferable to the public health sector. Whether or not a particular

Lessons for public health campaigns from analysing commercial food marketing success factors: a case study

Science.gov (United States)

2012-01-01

Background Commercial food marketing has considerably shaped consumer food choice behaviour. Meanwhile, public health campaigns for healthier eating have had limited impact to date. Social marketing suggests that successful commercial food marketing campaigns can provide useful lessons for public sector activities. The aim of the present study was to empirically identify food marketing success factors that, using the social marketing approach, could help improve public health campaigns to promote healthy eating. Methods In this case-study analysis, 27 recent and successful commercial food and beverage marketing cases were purposively sampled from different European countries. The cases involved different consumer target groups, product categories, company sizes and marketing techniques. The analysis focused on cases of relatively healthy food types, and nutrition and health-related aspects in the communication related to the food. Visual as well as written material was gathered, complemented by semi-structured interviews with 12 food market trend experts and 19 representatives of food companies and advertising agencies. Success factors were identified by a group of experts who reached consensus through discussion structured by a card sorting method. Results Six clusters of success factors emerged from the analysis and were labelled as "data and knowledge", "emotions", "endorsement", "media", "community" and "why and how". Each cluster subsumes two or three success factors and is illustrated by examples. In total, 16 factors were identified. It is argued that the factors "nutritional evidence", "trend awareness", "vertical endorsement", "simple naturalness" and "common values" are of particular importance in the communication of health with regard to food. Conclusions The present study identified critical factors for the success of commercial food marketing campaigns related to the issue of nutrition and health, which are possibly transferable to the public health

An Empirical Assessment of the "Above the Influence" Advertising Campaign

Science.gov (United States)

Scheier, Lawrence M.; Grenard, Jerry L.; Holtz, Kristen D.

2011-01-01

This study evaluated the efficacy of "Above the Influence" (ATI), a national media-based health persuasion campaign to deter youth drug use. The campaign uses public service anti-drug prevention messages and targets youth between the ages of 14 and 16, a period of heightened susceptibility to peer influences. The evaluation utilized mall…

The Social Effects of Advertising as Perceived by Advertising Executives, Businessmen, and the General Public.

Science.gov (United States)

Surlin, Stuart H.

This study attempts to compare the perceptions and self-reported behavior of high, middle, and low authoritarian advertising executives, business executives, and members of the general public concerning the social effects of advertising. For the advertising sample, a total of 393 men and women were selected according to their executive positions…

Theories And Success Stories Of Advertising And Public Relations

OpenAIRE

Wilardjo, Setia Budhi

2012-01-01

Now that we are looked at overall integrated marketing communication planning, we dig more deeply into the specific marketing communications tools. In this article, we explore advertising and public relations. Advertising involves communicating the company's or brand's value proposition by using paid media to inform, persuade, and remind consumers. Public relations involves building good relations with various company publics – from consumers and the general public to the media, investor, don...

Implications of social judgement theory for persuasive advertising ...

African Journals Online (AJOL)

Implications of social judgement theory for persuasive advertising campaigns. ... The way the consumers perceive an advertising campaign will, therefore, determine how they will respond to the advertisement. ... AJOL African Journals Online.

48 CFR 231.205-1 - Public relations and advertising costs.

Science.gov (United States)

2010-10-01

... 48 Federal Acquisition Regulations System 3 2010-10-01 2010-10-01 false Public relations and... PROCEDURES Contracts With Commercial Organizations 231.205-1 Public relations and advertising costs. (e) See... public relations and advertising costs also include monies paid to the Government associated with the...

Evaluation of Chronic Disease Prevention and Control Public Service Advertisement on the Awareness and Attitude Change among Urban Population in Chongqing, China: A Cross-Sectional Study

Science.gov (United States)

Wu, Tingting; Hu, Ping; Huang, Hao; Wu, Chengbin; Fu, Zhirong; Du, Lei; Zhao, Yong

2017-01-01

The aim of this study is to evaluate the influence of public service advertising on the awareness and attitude of Chongqing urban citizens. The theme of the public service advertisement launched in Chongqing was chronic disease prevention and control. A self-designed questionnaire was used in an outdoor intercept survey to collect information about the perception of citizens toward the effect of the advertisement on awareness and attitude situation. Respondents had good knowledge of chronic disease (17.11 ± 3.23, total score: 23), but only 58.4% of participants thought cancer is one type of chronic disease. The awareness of cancer as a chronic disease among the group who had seen this advertisement (63.6%) was higher than that of the group who had not seen the advertisement (56.5%) (p = 0.046). The attitude of respondents was good after watching the advertisement, approximately 77.4% of respondents attempted to remind their family and friends to prevent chronic diseases, roughly. 78.2% tried to persuade their family and friends to change their unhealthy lifestyle habits, and 84.7% of participants reported that the advertising increased the possibility of their own future lifestyle change. There was minimal change of awareness of the participants who saw the advertisement. This study did not show significant differences on chronic disease related knowledge between the participants who have seen the advertisement and who have not seen the advertisement. The public service advertisement may help participants improve the attitude of future behavior change. Further researches combining the sustained intervention and support through clinical and community health programs media campaigns are needed to support public health. PMID:29206192

Evaluation of Chronic Disease Prevention and Control Public Service Advertisement on the Awareness and Attitude Change among Urban Population in Chongqing, China: A Cross-Sectional Study

Directory of Open Access Journals (Sweden)

Tingting Wu

2017-12-01

Full Text Available The aim of this study is to evaluate the influence of public service advertising on the awareness and attitude of Chongqing urban citizens. The theme of the public service advertisement launched in Chongqing was chronic disease prevention and control. A self-designed questionnaire was used in an outdoor intercept survey to collect information about the perception of citizens toward the effect of the advertisement on awareness and attitude situation. Respondents had good knowledge of chronic disease (17.11 ± 3.23, total score: 23, but only 58.4% of participants thought cancer is one type of chronic disease. The awareness of cancer as a chronic disease among the group who had seen this advertisement (63.6% was higher than that of the group who had not seen the advertisement (56.5% (p = 0.046. The attitude of respondents was good after watching the advertisement, approximately 77.4% of respondents attempted to remind their family and friends to prevent chronic diseases, roughly. 78.2% tried to persuade their family and friends to change their unhealthy lifestyle habits, and 84.7% of participants reported that the advertising increased the possibility of their own future lifestyle change. There was minimal change of awareness of the participants who saw the advertisement. This study did not show significant differences on chronic disease related knowledge between the participants who have seen the advertisement and who have not seen the advertisement. The public service advertisement may help participants improve the attitude of future behavior change. Further researches combining the sustained intervention and support through clinical and community health programs media campaigns are needed to support public health.

Evaluation of Chronic Disease Prevention and Control Public Service Advertisement on the Awareness and Attitude Change among Urban Population in Chongqing, China: A Cross-Sectional Study.

Science.gov (United States)

Wu, Tingting; Hu, Ping; Huang, Hao; Wu, Chengbin; Fu, Zhirong; Du, Lei; Xu, Xianglong; Shi, Zumin; Zhao, Yong

2017-12-05

The aim of this study is to evaluate the influence of public service advertising on the awareness and attitude of Chongqing urban citizens. The theme of the public service advertisement launched in Chongqing was chronic disease prevention and control. A self-designed questionnaire was used in an outdoor intercept survey to collect information about the perception of citizens toward the effect of the advertisement on awareness and attitude situation. Respondents had good knowledge of chronic disease (17.11 ± 3.23, total score: 23), but only 58.4% of participants thought cancer is one type of chronic disease. The awareness of cancer as a chronic disease among the group who had seen this advertisement (63.6%) was higher than that of the group who had not seen the advertisement (56.5%) ( p = 0.046). The attitude of respondents was good after watching the advertisement, approximately 77.4% of respondents attempted to remind their family and friends to prevent chronic diseases, roughly. 78.2% tried to persuade their family and friends to change their unhealthy lifestyle habits, and 84.7% of participants reported that the advertising increased the possibility of their own future lifestyle change. There was minimal change of awareness of the participants who saw the advertisement. This study did not show significant differences on chronic disease related knowledge between the participants who have seen the advertisement and who have not seen the advertisement. The public service advertisement may help participants improve the attitude of future behavior change. Further researches combining the sustained intervention and support through clinical and community health programs media campaigns are needed to support public health.

Humour in advertisement

OpenAIRE

Melounová, Lenka

2016-01-01

The Bachelor Thesis Humour in advertisement is focused on creating humorous advertisements. The Thesis is divided into theoretical and practical part. The theoretical part is about advertisement, psychology of advertisement, emotions and emotional appeals that are used in advertising, primarily appeal humour. The practical part includes analysis of the survey focused on the effectiveness of humour in advertisements, analysis of selected campaign and the results of own survey.

Teaching the Public Relations Campaigns Course.

Science.gov (United States)

Worley, Debra A.

2001-01-01

Argues for a Campaign Planning Course in the undergraduate public relations major. Discusses nine course objectives. Describes five phases of campaign planning and implementation, how the phase approach includes important course topics, and how it fulfills course objectives. Describes how student groups work with actual clients throughout the…

Advertising campaigns on the necessity of nuclear energy through mass-media in Japan

International Nuclear Information System (INIS)

Niwano, Sadaji

1998-01-01

provide the public with materials and elements to think and decide with as information. In the background of those circumstances, the attitudes of PA activities toward the public-has changed recently to draw public attention to the wide range of issues from current severe energy conditions in Japan to global environmental problems connecting to the role and the position of nuclear power among overall national energy policies in Japan and let have urgent feelings among the public. Followings are the examples that we are taking up in promotion of advertising campaigns through mass media, including inter- net and other information tools. (1) To show concrete measures to be taken to meet national long- term energy supply/demand outlook for the year to 2030 that encourage energy- saving efforts, increased use of new energy sources and further development of nuclear power generation. (2) In this December, the 3rd Conference of the Parties to United Nations Framework Convention on Climate Change will be held at Kyoto, Japan. At this very moment that national attentions are increasingly concentrating toward the energy and environment issues, we will intend to hold advertising campaigns widely through mass media to heighten public awareness on the necessity of nuclear power promotion, as well as conservation and energy efficiency measures, introduction of alternative energy sources, such as solar, wind etc. in connection with the necessity of tackling the environmental problems, especially global warming phenomenon due to the greenhouse gas emissions. At this occasion, taking up some topics of specifically rapid energy demand which will obviously continue well into the next century and will very likely cause impending energy situations in Asian countries, expectations of serious environmental problems particularly in those of Asian countries, and among that appealing the role of nuclear energy as a clean energy source

Age-friendly Advertising: A Qualitative Research on the Romanian Silver Consumers

Directory of Open Access Journals (Sweden)

Alina Duduciuc

2017-07-01

Full Text Available As consumption has become a major aspect that characterizes the life of people currently aged 55 and older, fervent public and academic debates have been raised around the accurate portrayal of seniors in advertising. While most of the previous quantitative and qualitative research highlighted the inappropriate ways of representing elders and the unsuitable framing of advertising claims, little research has been done so far to understand which are seniors’ expectations regarding their portrayal in current advertising campaigns. Based on in-depth interviews with Romanian adults of the 55+ generation, this paper investigates how seniors understand ageing with respect to the manner in which they have been depicted in nowadays advertising and what are the detailed features of the offensive or inoffensive advertising campaigns targeting them. The findings revealed that participants that lost their status during ageing favor the use of chronological rather than cognitive images of their age. Additionally, the running of the natural surroundings in advertising were found as empowering for both the young and the older adults of our research.

The impact of televised tobacco control advertising content on campaign recall: Evidence from the International Tobacco Control (ITC) United Kingdom Survey

Science.gov (United States)

2014-01-01

Background Although there is some evidence to support an association between exposure to televised tobacco control campaigns and recall among youth, little research has been conducted among adults. In addition, no previous work has directly compared the impact of different types of emotive campaign content. The present study examined the impact of increased exposure to tobacco control advertising with different types of emotive content on rates and durations of self-reported recall. Methods Data on recall of televised campaigns from 1,968 adult smokers residing in England through four waves of the International Tobacco Control (ITC) United Kingdom Survey from 2005 to 2009 were merged with estimates of per capita exposure to government-run televised tobacco control advertising (measured in GRPs, or Gross Rating Points), which were categorised as either “positive” or “negative” according to their emotional content. Results Increased overall campaign exposure was found to significantly increase probability of recall. For every additional 1,000 GRPs of per capita exposure to negative emotive campaigns in the six months prior to survey, there was a 41% increase in likelihood of recall (OR = 1.41, 95% CI: 1.24–1.61), while positive campaigns had no significant effect. Increased exposure to negative campaigns in both the 1–3 months and 4–6 month periods before survey was positively associated with recall. Conclusions Increased per capita exposure to negative emotive campaigns had a greater effect on campaign recall than positive campaigns, and was positively associated with increased recall even when the exposure had occurred more than three months previously. PMID:24885426

‘Born in Michigan? You’re in the Biobank’: Engaging Population Biobank Participants through Facebook Advertisements

Science.gov (United States)

Platt, J.E.; Platt, T.; Thiel, D.; Kardia, S.L.R.

2016-01-01

Background/Aims Despite a broad call for biobanks to use social media, data is lacking regarding the capacity of social media tools, especially advertising, to engage large populations on this topic. Methods We used Facebook advertising to engage Michigan residents about the BioTrust for Health. We conducted a low-budget (social media campaign targeting Michigan residents aged 18–28. We placed 25 Facebook advertisements and analyzed their performance in terms of reach and cost across 3 engagement types: passive, active and interactive. We compared engagement before, during and after the campaign. Results The Facebook page was viewed 1,249 times during the month of the advertising campaign, versus once in the month prior. 779,004 Michigan residents saw ads an average of 25.8 times; 4,275 clicked ads; the average click-through-ratio was 0.021%. Interactions included 516 ‘likes’ and 30 photo contest entries. Cost per outcome ranged from cost per click was USD 1.04. Conclusion A social media strategy to build public awareness about biobanking is not likely to be effective without a promotional ‘push’ to distribute content. Social media advertisements have the capacity to scale-up engagement on biobanking while keeping costs manageable. Facebook advertisements provide necessary access points for unaware participants, with implications for public trust. PMID:23796763

Beyond Traditional Newspaper Advertisement: Leveraging Facebook-Targeted Advertisement to Recruit Long-Term Smokers for Research.

Science.gov (United States)

Carter-Harris, Lisa; Bartlett Ellis, Rebecca; Warrick, Adam; Rawl, Susan

2016-06-15

Smokers are a stigmatized population, but an important population to reach for the purpose of research. Therefore, innovative recruitment methods are needed that are both cost-effective and efficacious in recruiting this population. The aim of the present article was to evaluate the feasibility of Facebook-targeted advertisement to recruit long-term smokers eligible for lung cancer screening for a descriptive, cross-sectional survey. A social media recruitment campaign was launched using Facebook-targeted advertisement to target age and keywords related to tobacco smoking in the Facebook users profile, interests, and likes. A 3-day newspaper advertisement recruitment campaign was used as a comparison. The study that used both recruitment methods aimed to test the psychometric properties of 4 newly developed lung cancer screening health belief scales. Data were collected via cross-sectional survey methodology using an Web-based survey platform. The Facebook-targeted advertisements were viewed 56,621 times over an 18-day campaign in 2015 in the United States. The advertisement campaign yielded 1121 unique clicks to the Web-based survey platform at a cost of $1.51 per completed survey. Of those who clicked through to the study survey platform, 423 (37.7%) consented to participate; 92 (8.2%) dropped out during completion of the survey yielding a final study pool of 331 completed surveys. Recruitment by newspaper advertisement yielded a total of 30 participants in response to a 3-day advertisement campaign; recruitment efficacy resulted in 10 participants/day at $40.80 per completed survey. Participants represented current (n=182; 51%) and former smokers (n=178; 49%) with a mean age of 63.4 years (SD 6.0). Cost of the advertisement campaign was $500 total for the 18-day campaign. Recruitment by Facebook was more efficacious and cost-effective compared with newspaper advertisement. Facebook offers a new venue for recruitment into research studies that offer the potential

Beyond Traditional Newspaper Advertisement: Leveraging Facebook-Targeted Advertisement to Recruit Long-Term Smokers for Research

Science.gov (United States)

Warrick, Adam

2016-01-01

Background Smokers are a stigmatized population, but an important population to reach for the purpose of research. Therefore, innovative recruitment methods are needed that are both cost-effective and efficacious in recruiting this population. Objective The aim of the present article was to evaluate the feasibility of Facebook-targeted advertisement to recruit long-term smokers eligible for lung cancer screening for a descriptive, cross-sectional survey. Methods A social media recruitment campaign was launched using Facebook-targeted advertisement to target age and keywords related to tobacco smoking in the Facebook users profile, interests, and likes. A 3-day newspaper advertisement recruitment campaign was used as a comparison. The study that used both recruitment methods aimed to test the psychometric properties of 4 newly developed lung cancer screening health belief scales. Data were collected via cross-sectional survey methodology using an Web-based survey platform. Results The Facebook-targeted advertisements were viewed 56,621 times over an 18-day campaign in 2015 in the United States. The advertisement campaign yielded 1121 unique clicks to the Web-based survey platform at a cost of $1.51 per completed survey. Of those who clicked through to the study survey platform, 423 (37.7%) consented to participate; 92 (8.2%) dropped out during completion of the survey yielding a final study pool of 331 completed surveys. Recruitment by newspaper advertisement yielded a total of 30 participants in response to a 3-day advertisement campaign; recruitment efficacy resulted in 10 participants/day at $40.80 per completed survey. Participants represented current (n=182; 51%) and former smokers (n=178; 49%) with a mean age of 63.4 years (SD 6.0). Cost of the advertisement campaign was $500 total for the 18-day campaign. Conclusions Recruitment by Facebook was more efficacious and cost-effective compared with newspaper advertisement. Facebook offers a new venue for

Advertising Campaign Strategy Based on the Communication Objective: a Case Study at Tokobagus Advertising Campaigns (2011-2014)

OpenAIRE

Oscario, Angela; Kuntjara, Hagung; Adhityatama, Agus

2016-01-01

Article focused on advertising as one of the most important parts of marketing communication in one of the online shop, TokoBagus. Advertising communicated a message from a certain brand to the target audience through a particular medium. The aim of this research was making advertising with a powerful message, so it was able to become a captain of consciousness that could play an important role in economic and social systems of modern society. Because of its potential power, the creative adve...

Advertising Bans and the Substitutability of Online and Offline Advertising

OpenAIRE

Goldfarb, Avi; Tucker, Catherine Elizabeth

2010-01-01

The authors examine whether the growth of the Internet has reduced the effectiveness of government regulation of advertising. They combine nonexperimental variation in local regulation of offline alcohol advertising with data from field tests that randomized exposure to online advertising for 275 different online advertising campaigns to 61,580 people. The results show that people are 8% less likely to say that they will purchase an alcoholic beverage in states that have alcohol advertising b...

The effect of competing direct-to-consumer advertising campaigns on the use of drugs for benign prostatic hyperplasia: time series analysis.

Science.gov (United States)

Skeldon, Sean C; Kozhimannil, Katy B; Majumdar, Sumit R; Law, Michael R

2015-04-01

Direct-to-consumer advertising (DTCA) remains a controversial issue, with concerns that it leads to unnecessary and inappropriate prescribing. Whether DTCA shifts prescribing from first-line (guideline-recommended) therapy to second-line drugs has not been studied. The purpose of this study was to determine the impact of sequential DTCA campaigns for two drugs used to treat benign prostatic hyperplasia (BPH): one newer agent, dutasteride (Avodart(®)), and one older first-line agent, tamsulosin (Flomax(®)). Interrupted time series analysis was used to assess the impact of each DTCA campaign using data on consumer "response" from Google Trends and dispensed prescriptions from IMS Health. We analyzed data for the United States from January 2003 to December 2007. DTCA for dutasteride and tamsulosin commenced on July, 2005 and April, 2006, respectively. Monthly Internet search volume (scaled from 0 to 100) for the advertised trade name of each drug and monthly U.S. prescription rates per 1,000 population were analyzed. The dutasteride campaign was associated with an increase in Internet searches for both "Avodart" (level change +31.3 %, 95 % CI: 27.2-35.4) and "Flomax" (level change +8.3 %, 95 % CI: 0.9-15.7), whereas the tamsulosin campaign was associated with increased "Flomax" searches (level change +25.3 %, 95 % CI: 18.7-31.8). The dutasteride campaign was associated with an increase in the prescription of dutasteride (trend = 0.45/month, 95 % CI: 0.33-0.56), but a larger impact was observed with tamsulosin prescriptions (trend = 0.76/month, 95 % CI: 0.02-1.50). Similarly, the tamsulosin campaign was associated with an immediate fourfold increase in the prescribing of tamsulosin (level change +5.76 units, 95 % CI: 1.79-9.72) compared to dutasteride (level change +1.47 units, 95 % CI: 0.79-2.14). DTCA was associated with the utilization of drugs to treat symptomatic BPH. However, both campaigns were associated with greater increases in the use of the guideline

Mobile Advertising : A Case study of Mobile advertising Solutions

OpenAIRE

Salim, Ali; Alikhani, Nima

2009-01-01

This report has been produced as a result of a Thesis assignment conducted at Ericsson. Itspurpose is to give an overview of the Mobile Advertising industry. In this report an overviewof mobile advertising is presented and thru which channels advertising could be used. Thenthree mobile advertising campaigns are shown and described with background, strategy andresults. The different global markets, the different actors in the value chain and how the onlinebehavior has changed are analyzed. The...

The Effects of Mere Exposure to Political Advertisements.

Science.gov (United States)

Becker, Lee B.; Doolittle, John C.

Past research into the effects of "exposure" in political advertising indicates that massive "exposure" campaigns alone can show good, and sometimes dramatic, results in elections. This research is partially confirmed by a study of several mass media public relation efforts designed specifically to increase citizen recognition…

Awareness of tobacco advertising, perceived harms of smoking, and beliefs about tobacco control among a sample of Shanghainese in China.

Science.gov (United States)

Zheng, PinPin; Qian, Haihong; Wang, Fan; Sun, Shaojing; Nehl, Eric J; Wong, Frank Y

2013-10-01

This study aims to examine beliefs among residents of Shanghai, China concerning tobacco advertising and control policies concurrent with new restrictions on tobacco use and advertising in the city. A total of 518 residents of Shanghai completed a telephone interview survey. We found that 51% of participants had seen or heard of the Zhonghua cigarette brand's 'Love China' tobacco ad campaign in the past 2 years, 59% believed that the campaign would influence people to buy this specific cigarette brand as a gift, and 30% believed that it would encourage smoking. More than 75% of respondents would support legislation banning tobacco advertising in all public places, and 88% would support legislation prohibiting smoking in all public places. Multivariate analyses indicated that those who were female, more than 50 years, have accepted college and above education, and perceived greater benefits to smoking cessation were more likely to support banning tobacco advertising and prohibiting smoking in public places. Non-smokers were more likely to support prohibiting smoking in public places. The findings suggest that although tobacco advertising is widely prevalent in Shanghai, it is disliked by the public. Respondents showed high levels of support for tobacco control policies.

Direct-to-consumer prescription drug advertising and the public.

Science.gov (United States)

Bell, R A; Kravitz, R L; Wilkes, M S

1999-11-01

Drug manufacturers are intensely promoting their products directly to consumers, but the impact has not been widely studied. Consumers' awareness and understanding of, attitudes toward, and susceptibility to direct-to-consumer (DTC) drug advertising were examined. Random-digit dialing telephone survey with a random household member selection procedure (completion and response rates, 58% and 69%, respectively). Respondents were interviewed while they were at their residences. Complete data were obtained from 329 adults in Sacramento County, California. Outcome measures included awareness of advertisements for 10 selected drugs, misconceptions about DTC advertising, attitudes toward DTC ads, and behavioral responses to such promotions. The influence of demographic characteristics, health status, attitudes, beliefs, and media exposure on awareness and behaviors was examined. On average, respondents were aware of advertisements for 3.7 of the 10 drugs; awareness varied from 8% for Buspar (buspirone) to 72% for Claritin (loratadine). Awareness was associated with prescription drug use, media exposure, positive attitudes toward DTC advertising, poorer health, and insurance status. Substantial misconceptions were revealed; e.g., 43% thought that only "completely safe" drugs could be advertised. Direct-to-consumer advertisements had led one third of respondents to ask their physicians for drug information and one fifth to request a prescription. Direct-to-consumer advertisements are reaching the public, but selectively so, and affecting their behaviors. Implications for public policy are examined.

Morphing advertising to improve online campaign success

OpenAIRE

Liberali, Gui

2014-01-01

markdownabstract__Abstract__ Even though online advertising revenues have grown dramatically, click-through rates for banner advertising continue to decrease, raising hard questions regarding its effectiveness when targeting consumers. However, with the development of a new technique that matches banners to the cognitive style of viewers, the world of online advertising is about to change.

The Effect of Sexual Appeal Advertising to Advertising Effectiveness in Manado

OpenAIRE

Muslim, Abdul Wahid

2014-01-01

Advertising is very crucial in marketing. They are literally everywhere in the newspapers, magazines, on TV, on billboards, in the cinema or while surfing the Internet. In marketing campaigns, many techniques and approaches to attract customers. One of those approaches is sexual appeal. Sexy advertising can attract attention, increase retention and improve advertising consumer attitudes toward advertising. Sexual appeals in the media as an advertising strategy to inform a product with the int...

The Impact of IMC on Advertising and Public Relations Education.

Science.gov (United States)

Griffin, W. Glenn; Pasadeos, Yorgo

1998-01-01

Surveys advertising and public relations faculty members with regard to IMC (Integrated Marketing Communications) and its impact on current curricula. Finds (1) areas of discontent with current course curricula; (2) evidence of "separate agendas" between advertising and public relations educators on this issue; and (3) evidence of a generation gap…

The Dynamic Definition of the Advertising Campaign Budget

OpenAIRE

Ostrianyn Serhii O.

2017-01-01

The article is aimed at exploring means for optimizing the budgeting of advertising activity, the optimal distribution of the advertising budget among several products, advertised by a company, and several advertising channels used during the distribution of an advertisement. The current status of the optimizationized budgeting models in the world and in Ukraine was analyzed. The topicality of scientific developments in this direction has been substantiated. The model is based on the non-line...

EFFECTIVENESS OF ONLINE ADVERTISING

OpenAIRE

G. Anusha

2017-01-01

Advertising has come a long way today. More and more new medium is being explored each day to make a successful advertising campaign. Internet that has in recent times picked up as advertising medium has become the favorite of the advertiser in no time. Online advertisement, also called internet advertising uses the internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (i...

A Qualitative Research Regarding the Online Advertising Formats Used by Romanian Companies

Directory of Open Access Journals (Sweden)

Acatrinei Carmen

2015-08-01

Full Text Available The present paper offers an in-depth view about the online advertising formats that are used by Romanian companies or digital advertising agencies. The qualitative research based on semi-structured detailed interviews with 12 professionals, took place in Bucharest, in February-March 2015. From the online advertising formats defined by IAB, the Romanian representatives mentioned to promote their organizations or to develop campaigns for their clients by using: search, display, social media, video advertising, affiliate marketing and sponsorship advertising format (advertorials and content sponsorship. The specialists argued about the most relevant and efficient online advertising format that they use. From their personal experience, the professionals were asked to mention which are the elements / attributes that have a significant impact on: search, display, video, social media and mobile advertising campaigns. All the respondents mentioned that their companies use remarketing campaigns. The budget of an online advertising campaign is settled differently among the formats used. The purpose of the paper is to analyze the views of professionals regarding the Romanian online advertising market and this study precedes a quantitative research among Romanian consumers exposed to online advertising campaigns in order to make a comparison between the results obtained in both studies and propose a model of online advertising campaign as close to consumers‟ wants.

Children and youth perceive smoking messages in an unbranded advertisement from a NIKE marketing campaign: a cluster randomised controlled trial

Directory of Open Access Journals (Sweden)

Daniel Mark

2011-04-01

Full Text Available Abstract Background How youth perceive marketing messages in sports is poorly understood. We evaluated whether youth perceive that the imagery of a specific sports marketing advertisement contained smoking-related messages. Methods Twenty grade 7 to 11 classes (397 students from two high schools in Montréal, Canada were recruited to participate in a cluster randomised single-blind controlled trial. Classes were randomly allocated to either a NIKE advertisement containing the phrase 'LIGHT IT UP' (n = 205 or to a neutral advertisement with smoking imagery reduced and the phrase replaced by 'GO FOR IT' (n = 192. The NIKE logo was removed from both advertisements. Students responded in class to a questionnaire asking open-ended questions about their perception of the messages in the ad. Reports relating to the appearance and text of the ad, and the product being promoted were evaluated. Results Relative to the neutral ad, more students reported that the phrase 'LIGHT IT UP' was smoking-related (37.6% vs. 0.5% and that other parts of the ad resembled smoking-related products (50.7% vs. 10.4%. The relative risk of students reporting that the NIKE ad promoted cigarettes was 4.41 (95% confidence interval: 2.64-7.36; P Conclusions The unbranded imagery of an advertisement in a specific campaign aimed at promoting NIKE hockey products appears to have contained smoking-related messages. This particular marketing campaign may have promoted smoking. This suggests that the regulation of marketing to youth may need to be more tightly controlled.

Direct-to-Consumer Prescription Drug Advertising and the Public

Science.gov (United States)

Bell, Robert A; Kravitz, Richard L; Wilkes, Michael S

1999-01-01

OBJECTIVE Drug manufacturers are intensely promoting their products directly to consumers, but the impact has not been widely studied. Consumers' awareness and understanding of, attitudes toward, and susceptibility to direct-to-consumer (DTC) drug advertising were examined. DESIGN Random-digit dialing telephone survey with a random household member selection procedure (completion and response rates, 58% and 69%, respectively). SETTING Respondents were interviewed while they were at their residences. PARTICIPANTS Complete data were obtained from 329 adults in Sacramento County, California. MEASUREMENTS AND MAIN RESULTS Outcome measures included awareness of advertisements for 10 selected drugs, misconceptions about DTC advertising, attitudes toward DTC ads, and behavioral responses to such promotions. The influence of demographic characteristics, health status, attitudes, beliefs, and media exposure on awareness and behaviors was examined. On average, respondents were aware of advertisements for 3.7 of the 10 drugs; awareness varied from 8% for Buspar (buspirone) to 72% for Claritin (loratadine). Awareness was associated with prescription drug use, media exposure, positive attitudes toward DTC advertising, poorer health, and insurance status. Substantial misconceptions were revealed; e.g., 43% thought that only “completely safe” drugs could be advertised. Direct-to-consumer advertisements had led one third of respondents to ask their physicians for drug information and one fifth to request a prescription. CONCLUSIONS Direct-to-consumer advertisements are reaching the public, but selectively so, and affecting their behaviors. Implications for public policy are examined. PMID:10571712

Possibilities of personalized advertising campaigns application on social networks

Directory of Open Access Journals (Sweden)

Vasković Jelena V.

2015-01-01

Full Text Available Development of new technologies and the emergence of sites and applications that are primarily intended for fun, considerably changed the way of communication among people. Social networks can be stated as a preferred product of modern society that have become an essential form of communication especially among young people, but also in older generations. The most popular social network in our country is Facebook which has over 3.5 million users. This kind of popularity led this social network into a position to become a place where many companies want to promote their products and services. Facebook has a mechanism that allows page administrators to easily target a group of potential consumers and to present them a desired message. This paper will analyze the advertising possibility through social networks. Also, the example of the campaign implementation for the Facebook page that is primarily engaged in the sale will be shown.

Linguistic Characteristics of Commercial and Social Advertising Slogans

Directory of Open Access Journals (Sweden)

Pavel Skorupa

2015-12-01

Full Text Available The current paper presents the analysis of linguistic characteristics of commercial and social advertising slogans. There is no uniform definition of the advertising slogan in the scientific literature, therefore, an attempt to provide the definition of a slogan in the context of marketing communication was made. One of the main functions of both social and commercial advertising is to provide information to the target audience and make it act in a way desired by the advertisers. As language, either spoken or written, has a powerful influence over people and their behaviour, the article analysis the language of advertising from the linguistic point of view and focuses on the phonological and semantic characteristics of slogans for commercial and social advertising campaigns. The analysis of 110 English slogans (55 commercial and 55 social advertising campaigns showed the frequent use of both sound techniques and figurative language in commercial advertising slogans, which make the slogans more memorable, attractive and highlighting the advertised brand in a positive way. In contrast, the sound techniques and figurative language are scarce in slogans for social advertising campaigns.

[Success factors in public healthy eating campaigns: a case study].

Science.gov (United States)

Aschemann-Witzel, J; Pérez-Cueto, F J A; Strand, M; Verbeke, W; Bech-Larsen, T

2012-01-01

Public campaigns and interventions are rarely fully evaluated regarding their effectiveness. The analysis of past, successful activities can contribute to the future development of public campaigns and interventions for healthier eating. The study of public campaigns and interventions for healthier eating aimed at identifying the underlying success factors and describing their relation. Interviews were conducted with representatives of 11 cases that had been identified as especially successful in an earlier research step. The interviews were analysed with regard to possible success factors and the latter used to develop a model of success factor interrelation. It was found that success of the cases was first, attributed to characteristics of the macro environment or to public private partnerships in the initiation of campaigns, second, to the engagement of social communities, elements of empowerment of the target group and the implementation of social marketing measures, and thirdly, in citizens adoption of the campaign and in accompanying structural changes. The model and identified success factors underline that success can stem from three crucial phases: the set up of a campaign, the conduction and finally, the interrelation with the citizen. The model can serve as a guide in the future development of campaigns.

Evaluating the effects of a youth health media campaign.

Science.gov (United States)

Beaudoin, Christopher E; Thorson, Esther

2007-01-01

This article examines the impact of a socially oriented public health media campaign that aims to influence social indicators among adults as a means to advances in youth health outcomes. Hierarchical regression analyses are conducted on telephone survey data from 18 weekly telephone surveys of adults in Kansas. Media campaign exposure was positively associated with two outcome measures: beliefs about youth development and behaviors toward youth development. In addition, these two outcome measures increased significantly over time, with the dissemination of the campaign's television and newspaper advertisements. Furthermore, these over-time increases were present only among respondents who were exposed to the media campaign. These findings offer support for the campaign's influence on the two social indicators, which would, per other research, be expected to influence improvements in youth health. Findings are discussed in reference to previous research in the areas of public health and mass communication, with implications made for practitioners and researchers.

Reverse engineering a 'responsible drinking' campaign to assess strategic intent.

Science.gov (United States)

Pettigrew, Simone; Biagioni, Nicole; Daube, Mike; Stafford, Julia; Jones, Sandra C; Chikritzhs, Tanya

2016-06-01

The alcohol industry produces 'responsible drinking' advertising campaigns. There is concern that these may promote drinking while persuading governments and the general public that the industry is acting responsibly. This paper examined young people's thoughts and feelings in response to one of these campaigns in Australia. A qualitative analysis of introspection data provided by young drinkers after exposure to a responsible drinking advertisement produced by DrinkWise called 'How to Drink Properly'. Perth, Western Australia. Forty-eight 18-21-year-old drinkers. The qualitative data were imported into NVivo10 and coded according to the various stages of advertising effects frameworks. A thematic analysis approach was used to identify patterns in the data relating to (i) perceptions of the source and purpose of the advertisement and (ii) any resulting attitudinal or behavioural outcomes. Despite the sample comprising mainly high-risk drinkers, participants were generally unable to relate to the heavy drinkers depicted in the DrinkWise advertisement. This disassociation resulted in a perceived lack of need to modify their own drinking behaviours. Instead, the study participants found the advertisement to be entertaining and supportive of existing social norms relating to heavy drinking among members of this age group. The 'How to Drink Properly' advertisement by Drinkwise in Australia may reinforce existing drinking attitudes and behaviours among young drinkers. © 2016 Society for the Study of Addiction.

Organization and advertising activities of commercial enterprises

OpenAIRE

Potolokova Mariia Olegovna

2013-01-01

One of the fundamental functions of advertising is economic. From the moment when the company plans and implements launches its advertising campaign, a chain reaction of economic events. In this article we present a scheduling algorithm campaigns entrepreneurial structures.

41 CFR 102-38.130 - Must we publicly advertise sales of Federal personal property?

Science.gov (United States)

2010-07-01

... 41 Public Contracts and Property Management 3 2010-07-01 2010-07-01 false Must we publicly advertise sales of Federal personal property? 102-38.130 Section 102-38.130 Public Contracts and Property... PROPERTY 38-SALE OF PERSONAL PROPERTY Sales Process Advertising § 102-38.130 Must we publicly advertise...

Strengthening the Canadian alcohol advertising regulatory system.

Science.gov (United States)

Heung, Carly M; Rempel, Benjamin; Krank, Marvin

2012-05-24

Research evidence points to harmful effects from alcohol advertising among children and youth. In particular, exposure to alcohol advertising has been associated with adolescents drinking both earlier and heavier. Although current federal and provincial guidelines have addressed advertising practices to prevent underage drinking, practice has not been supported by existing policy. While protective measures such as social marketing campaigns have the potential for counteracting the effects from alcohol advertising, the effectiveness of such measures can be easily drowned out with increasing advertising activities from the alcohol industry, especially without effective regulation. Research reviewed by the European Focus on Alcohol Safe Environment (FASE) Project has identified a set of key elements that are necessary to make alcohol advertising policy measures effective at protecting children and youth from the harmful effects of alcohol marketing. Using these key elements as an evaluation framework, there are critical components in the Canadian alcohol advertising regulatory system that clearly require strengthening. To protect impressionable children and youth against the harmful effects of alcohol advertising, 13 recommendations to strengthen current alcohol advertising regulations in Canada are provided for Canadian policy-makers, advertising standard agencies, and public health groups.

Diffusion and Advertising: The German Telephone Campaign

OpenAIRE

Hermann Simon; Karl-Heinz Sebastian

1987-01-01

The goal of the present paper is to investigate the influence of advertising on the diffusion of new telephones in West Germany. Several alternative ways of integrating advertising into the well-known Bass-diffusion-model are suggested and empirically tested. The econometric investigation yields results which are consistent with the behavioral assumption. A model which assumes that advertising mainly influenced the demand of imitators is accepted as the most valid representation of reality. T...

Qualitative Analysis of Infant Safe Sleep Public Campaign Messaging.

Science.gov (United States)

Peacock, Nadine R; Altfeld, Susan; Rosenthal, Allison L; Garland, Caitlin E; Massino, Jill M; Smith, Sherri L; Rowe, Hillary L; Wagener, Sarah E

2018-03-01

The 1994 Back to Sleep public education campaign resulted in dramatic reductions in sleep-related infant deaths, but comparable progress in recent years has been elusive. We conducted qualitative analyses of recent safe sleep campaigns from 13 U.S. cities. Goals were to (a) determine whether the campaigns reflect the full range of American Academy of Pediatrics (AAP) 2011 safe sleep recommendations, (b) describe tone and framing of the messages (e.g., use of fear appeals), (c) describe targeting/tailoring of messages to priority populations, and (d) ascertain whether the campaigns have been evaluated for reach and/or effectiveness. Methods included computer-assisted analyses of campaign materials and key informant interviews. All campaigns included "ABC" (Alone, Back, Crib) messaging; many ignored other AAP recommendations such as breastfeeding, room-sharing, immunizations, and avoiding smoke exposure. Campaigns frequently targeted priority populations such as African Americans. Fear appeals were used in three quarters of the campaigns, and 60% of the fear-based campaigns used guilt/blame messaging. We did not find published evaluation data for any of the campaigns. More attention is needed in public education campaigns to the full range of AAP recommendations, and evaluations are needed to determine the impact of these interventions on knowledge, behavior, and health outcomes.

Organization and advertising activities of commercial enterprises

Directory of Open Access Journals (Sweden)

Potolokova Mariia Olegovna

2013-03-01

Full Text Available One of the fundamental functions of advertising is economic. From the moment when the company plans and implements launches its advertising campaign, a chain reaction of economic events. In this article we present a scheduling algorithm campaigns entrepreneurial structures.

Alcohol advertising and public health: systems perspectives versus narrow perspectives.

Science.gov (United States)

Petticrew, M; Shemilt, I; Lorenc, T; Marteau, T M; Melendez-Torres, G J; O'Mara-Eves, A; Stautz, K; Thomas, J

2017-03-01

Alcohol consumption is influenced by a complex causal system of interconnected psychological, behavioural, social, economic, legal and environmental factors. These factors are shaped by governments (eg, licensing laws and taxation), by consumers (eg, patterns of alcohol consumption drive demand) and by alcohol industry practices, such as advertising. The marketing and advertising of alcoholic products contributes to an 'alcogenic environment' and is a modifiable influence on alcohol consumption and harm. The public health perspective is that there is sufficient evidence that alcohol advertising influences consumption. The alcohol industry disputes this, asserting that advertising only aims to help consumers choose between brands. We review the evidence from recent systematic reviews, including their theoretical and methodological assumptions, to help understand what conclusions can be drawn about the relationships between alcohol advertising, advertising restrictions and alcohol consumption. A wide evidence base needs to be drawn on to provide a system-level overview of the relationship between alcohol advertising, advertising restrictions and consumption. Advertising aims to influence not just consumption, but also to influence awareness, attitudes and social norms; this is because advertising is a system-level intervention with multiple objectives. Given this, assessments of the effects of advertising restrictions which focus only on sales or consumption are insufficient and may be misleading. For this reason, previous systematic reviews, such as the 2014 Cochrane review on advertising restrictions (Siegfried et al ) contribute important, but incomplete representations of 'the evidence' needed to inform the public health case for policy decisions on alcohol advertising. We conclude that an unintended consequence of narrow, linear framings of complex system-level issues is that they can produce misleading answers. Systems problems require systems perspectives

Cause marketing for tissue and organ donation to increase public awareness

International Nuclear Information System (INIS)

Strong, M.; Neely, D.; Warnack, K.; Willits, M.; Yriondo, L.

1999-01-01

Today the science of marketing is being applied more and more to increase the rate of tissue and organ donation in the United States. To benefit from the proven tools and techniques of successful marketing in the for-profit world transplantation agencies across the country are turning to integrated marketing communications strategies and strategic partnerships to help achieve their goals.The methods used in cause marketing include: Establishing clear and measurable outcomes and goals; building a marketing plan and timeline to achieve the goals; gathering resources (funding, personnel, organizations, partnerships) to execute the plan, implementation, and measurement of outcomes. This session will review the Tissue and Organ Donation campaign implemented in the Northwest and will touch on the national awareness program developed by United Network for Organ Sharing (UNOS) in the United States. Segments of the Northwest's integrated campaign will include market segmentation strategies and targeted marketing, campaign development, public service advertising and public education campaigns. Media utilized include print, bus signs and billboards, broadcast (radio and TV), video and the internet. Strategies include public service advertising, paid advertising through sponsorships, direct mail, workshops and public speaking. The success of traditional product marketing can be achieved in cause marketing with a long-term, focused public education campaign. The potential benefit to the international community warrants exploration of similar strategies to overcome cultural resistance to life saving transplantation

The effectiveness of cross-media advertising under simultaneous media exposure: combining online and radio advertisements

NARCIS (Netherlands)

Voorveld, H.

2011-01-01

Inspired by the proliferating use of cross-media campaigns by advertisers, this study gives insight into the effectiveness of combining online and radio advertising. Because consumers started to use several media simultaneously, we investigated these advertising effects by exposing participants

Wearout Effects of Different Advertising Themes: A Dynamic Bayesian Model of the Advertising-Sales Relationship

OpenAIRE

Frank M. Bass; Norris Bruce; Sumit Majumdar; B. P. S. Murthi

2007-01-01

Models of advertising response implicitly assume that the entire advertising budget is spent on disseminating one message. In practice, managers use different themes of advertising (for example, price advertisements versus product advertisements) and within each theme they employ different versions of an advertisement. In this study, we evaluate the dynamic effects of different themes of advertising that have been employed in a campaign. We develop a model that jointly considers the effects o...

Morphing advertising to improve online campaign success

NARCIS (Netherlands)

G. Liberali (Gui)

2014-01-01

markdownabstract__Abstract__ Even though online advertising revenues have grown dramatically, click-through rates for banner advertising continue to decrease, raising hard questions regarding its effectiveness when targeting consumers. However, with the development of a new technique that

Making brand visible: advertising elements influencing visual attention to the brand

OpenAIRE

Grigaliūnaitė, Viktorija; Pilelienė, Lina

2016-01-01

Advertising is a trillion dollar industry, which reveals the importance for each of the company investing in advertising to create effective advertising campaigns in order to make investments profitable. Nevertheless, in todays’ intensifying competition creating effective advertising campaigns becomes more and more of a challenge. Even if some elements of advertising are attention-grabbing, this does not guarantee that the brand in the advertisement will be noticed, which in turn ...

Bringing "play" to life: the use of experiential marketing in the VERB campaign.

Science.gov (United States)

Heitzler, Carrie D; Asbury, Lori D; Kusner, Stella L

2008-06-01

Given the abundance of advertising and media that children and adolescents are exposed to today, it is increasingly important to incorporate nontraditional channels and venues in strategies designed to reach them. One such channel that the CDC's VERB campaign employed was experiential marketing, which is defined here as a live event or experience that gives the target audience the opportunity to see a product and experience it for themselves. Experiential marketing and the tactics that the VERB campaign used to reach children aged 9-13 years (tweens) with health messages about physical activity are described, including a discussion about how other public health campaigns might use experiential marketing and other commercial marketing techniques to reach the public with public health messages.

P.R. and advertising campaign 'Let us stop smoking together'

International Nuclear Information System (INIS)

Kacena, Michal

1999-01-01

CEZ is the main supplier of electricity in the Czech republic. (72% of production from coal, 22% of people agree to continue; 25% of production from nuclear, 55% of people agree to continue, but, it is much more politically sensitive). In 1998 a huge six-year ecological programme ended. The CEZ Communication targets are: to point the succesful finishing of the ecological program and its good results, to iprove the company image, to change the public opinion on pollution issues. Communication problems are: how to make the technical topic interesting and understandable to the general public, and how to avoid a criticism and contra-productivity of the advertising? The solution proposed are: to give the information a social 'added value'- our power plants are going to stop smoking. We know it is not easy, so that we want to motivate and help you - try it yourself together with us. 'Let us stop smoking together!'; to combine the advertising and P.R. activities. Now CEZ can continue with the communication about its activities and plans on the new level. The inspiration for the communication about nuclear power plants: 'NPPs do not smoke at a. Let us think about it together!'

Advertising expenses examined in recent rulings

Energy Technology Data Exchange (ETDEWEB)

1979-11-08

Courts and commissions have handed down numerous rulings on the subject of utility advertising expenditures. Much controversy still abounds of who should be made to pay for such costs. Some specific cases concerning this issue are discussed. The majority of recent decisions agree that ratepayers should not have to pay for promotional or political advertising campaigns conducted by regulated utilities. Disagreement does exist as to how those terms should be defined in practice. Titles I and III of the Public Utility Regulatory Policies Act of 1978 direct state regulatory agencies to investigate advertising expenses by electric and natural gas utilities and to adopt, if appropriate, a policy denying recovery (from ratepayers) of expenses incurred for promotional or political advertising. Importantly, the act also purports to define those terms by explaining what type of expenditures do and do not fall within those categories. Title I and III contain parallel definitions for both electric and natural gas utilities. Only those portions of the act applicable to electric utilities are discussed, with the troublesome area of nuclear advertising noted. (MCW)

Retorical figures in advertising language

Directory of Open Access Journals (Sweden)

Radenković-Šošić Bojana

2012-01-01

Full Text Available Promotional activities are very often based on advertising and diverse types of public relations. In order to attract consumers' attention and achieve communication goals set by the corporate strategy, advertisers frequently use rhetorical elements in advertising discourse. The advertisers try to convey a desired message and to communicate with the recipient of the message by using various rhetorical figures. It is argued that understanding the structure and function of rhetorical figures in advertising requires a "text- and reader-aware approach". The use of rhetorical figures in advertising has been overlooked in consumer research. This paper shows that the use of rhetorical elements in the advertising discourse is very frequent, but at the same time it is questioned if the function of the rhetorical figures is just a communication with the target market (which is a base of communication models and if the consequences of linguistic influences are much more serious. The complex nature of advertising language with various rhetorical figures (thropes and schemes do not just stimulate recipients to demonstrate a desirable behavior, but indirectly it constructs a concept of desirable lifestyle and it induces them to identify themselves with the explained model. Moreover, the analyzed corpus included advertising slogans of social responsible companies as well as advertising campaigns with elements of diverse ideologies. In the time of digitization and a rapid information flow, consumer's attention is less dedicated to the advertising messages. Therefore, it should be expected that in the future advertisers will have to adjust linguistic, audio and visual techniques to the unfocused message recipients.

HOW TO MITIGATE THE RISKS OF MANAGING ONLINE ADVERTISING CAMPAIGNS BY TRAINING WITH SIMBOUND SIMULATION GAME

OpenAIRE

Louis Doru Havriliuc; Alexandru Capatina; Marius Geru

2013-01-01

This paper aims to describe how a digital marketing simulation system improve the knowledge and skills of students, as well as their status as members of a virtual community, which gradually evolve from novice to expert in managing online advertising campaigns. The body of the article encompasses three contributions: the know-how of the Simbound Game author, the practical experiences of an instructor, who coordinated students’ activities during three courses and of a Master student – the lea...

Mass-media publicity campaign on driving while intoxicated.

NARCIS (Netherlands)

Wesemann, P.

1986-01-01

Mass media publicity campaigns against driving while intoxicated have been conducted in the netherlands for a number of years. A new, more aggressive approach was introduced in 1984 with the slogan "alcohol ..... all too easily a crime". Goals of this campaign were (1) internationalization of the

REMARKS ABOUT ONLINE ADVERTISING - A QUALITATIVE RESEARCH AMONG ROMANIAN PROFESSIONALS

Directory of Open Access Journals (Sweden)

Acatrinei Carmen

2015-07-01

Full Text Available In the online environment, the users have more control regarding what they want to see and this affects the advertising they are exposed to (due to the profiles created by the websites they have visited. Organizations can personalize the advertising campaigns designed at a higher level, to better meet the needs of the consumers. This paper offers an in-depth view about online advertising from 12 Romanian experts, who represent companies or digital advertising agencies and who employ this tool in order to promote themselves or to develop campaigns for their clients. The empirical research undertaken has a qualitative nature, semi-structured detailed interviews with the professionals have taken place in February-March 2015, in Bucharest. Online advertising was mostly defined by the specialists as being dynamic; and some of the attributes that characterizes this domain are measurability and personalization. Clear objectives settled, correct targeting of users, a well-established strategy and planning are the key elements that would lead to a successful online advertising campaign. The Romanian agencies offer integrated online advertising services, from research and market analysis to implementation and results’ assessment of the campaigns. The formats they have been using are: search, display, video, social media advertising, affiliated marketing and sponsorship. Most of the representatives interviewed suggest that their companies’ offers might / will change due to the dynamics of the medium. Online advertising helps the other online marketing tools perform better and develop the online presence of the companies. All the respondents have confirmed that following the introduction and great use of smartphones, their companies have adjusted the online advertising campaigns to better target the potential customers that use mobile devices. Most of the companies that invest in online advertising campaigns come from sectors such as: retail, telecom

Assessing the relative performance of online advertising media

OpenAIRE

Alves, Tomás de Oliveira Mouton Ribeiro

2014-01-01

Online marketing campaigns are the big trend in today’s advertising world. The obvious advantages of online ad media – low costs, multiple tracking options and better segmentation -, are forcing marketing managers to re-allocate big portions of their advertisement budgets from traditional offline marketing media to online ad campaigns. Several digital communication channels are suitable for online advertising, each serving different communication goals - awareness, engagement, traffic gene...

Control Freaks: How User-Generated Content is Managed in Advertising Campaigns. The Romanian Perspective

Directory of Open Access Journals (Sweden)

Rodica Maria SĂVULESCU

2014-10-01

Full Text Available The advent of Web 2.0 has brought about a paradigm shift in communication: from an informational Web to an editable one. Consequently, the “one-to-many” communication model of the mass media industry has been replaced by one that involves “many-to-many”. Web 2.0 enables those who were formerly conceptualized as audiences/consumers to be part of an open-source movement that means participating into the production of brands and their meanings. It is an era of convergence, of overlapping roles between producers and users/consumers – in short, of “produsage”, “prosumption” and “user-generated content” (UGC. This article investigates how this new paradigm influences marketing communication by addressing the specific case of the Romanian advertising industry. By using in depth-interviews with 20 advertising professionals, it points out to the fact that in communication campaigns with user-generated content there is still a high degree of control from the brand management and agency teams that cannot quite grasp the concept of brand communication democratization.

Continued Impact of SunSmart Advertising on Youth and Adults' Behaviors.

Science.gov (United States)

Dobbinson, Suzanne J; Volkov, Angela; Wakefield, Melanie A

2015-07-01

Televised advertising campaigns play a central role in public education for skin cancer prevention in Australia. Continued impact on behavior is crucial to optimize these investments. This study examines whether exposure to increased intensity of summer campaigns in the past decade has continued to influence sun protection behaviors and to examine behavioral impact across age groups. Cross-sectional weekly telephone surveys of Melbourne residents were conducted over summers from 1987-1988 to 2010-2011, and analyzed in 2012-2014. Respondents' sun-related attitudes and their sun protection and sunburn on the weekend prior to interview were assessed. Population exposure to campaign TV advertising was measured as cumulated weekly target audience rating points (TARPs) for 4 weeks prior to interviews. Multiple logistic and linear regression models examined the relationship of campaign advertising with tanning preference and behavioral outcomes (N=11,881). Respondents' attitudes and behaviors in 1987-2011 were associated with TARPs. Increasing TARPs were related to increased preference for no tan (OR=1.12, 95% CI=1.07, 1.17); sunscreen use (OR=1.09, 95% CI=1.02, 1.17); and overall reduced mean percentage of skin exposed to the sun (B=-0.01, 95% CI=-0.01, 0.00). These effects had limited interaction with time period, age group, gender, or skin type. There was evidence of diminishing returns at the highest TARP quartile for tan preference but not for behavioral outcomes. Sustained youth-focused advertising campaigns (for adolescents and young adults), when broadcast with sufficient TARPs during the summer months, continue to provide consistent beneficial impact on sun protection behaviors population-wide. Copyright © 2015 American Journal of Preventive Medicine. Published by Elsevier Inc. All rights reserved.

The VERB campaign: applying a branding strategy in public health.

Science.gov (United States)

Asbury, Lori D; Wong, Faye L; Price, Simani M; Nolin, Mary Jo

2008-06-01

A branding strategy was an integral component of the VERB Youth Media Campaign. Branding has a long history in commercial marketing, and recently it has also been applied to public health campaigns. This article describes the process that the CDC undertook to develop a physical activity brand that would resonate with children aged 9-13 years (tweens), to launch an unknown brand nationally, to build the brand's equity, and to protect and maintain the brand's integrity. Considerations for branding other public health campaigns are also discussed.

Advertisement recognition using mode voting acoustic fingerprint

Science.gov (United States)

Fahmi, Reza; Abedi Firouzjaee, Hosein; Janalizadeh Choobbasti, Ali; Mortazavi Najafabadi, S. H. E.; Safavi, Saeid

2017-12-01

Emergence of media outlets and public relations tools such as TV, radio and the Internet since the 20th century provided the companies with a good platform for advertising their goods and services. Advertisement recognition is an important task that can help companies measure the efficiency of their advertising campaigns in the market and make it possible to compare their performance with competitors in order to get better business insights. Advertisement recognition is usually performed manually with help of human labor or is done through automated methods that are mainly based on heuristics features, these methods usually lack abilities such as scalability, being able to be generalized and be used in different situations. In this paper, we present an automated method for advertisement recognition based on audio processing method that could make this process fairly simple and eliminate the human factor out of the equation. This method has ultimately been used in Miras information technology in order to monitor 56 TV channels to detect all ad video clips broadcast over some networks.

A STUDY OF SIGNS: The Political Advertisements in Presidential Election Campaign of Indonesia 2014 based on the Peirce’s Theory

Directory of Open Access Journals (Sweden)

Henny Uswatun Hasanah

2014-05-01

Full Text Available In general election especially presidential election, it will have a special thing like in using advertisements for doing a campaign. In 2014, Indonesia has two candidates for becoming the first position as president and vice president. It is interested in analyzing the signs of advertisements that becomes their personal branding using semiotics analysis. This paper focuses on Peirce’s theory that is related to the signs which are able to be defined as three categories; Icon, Index and Symbol. There are many signs in personal branding of each candidate such as Prabowo-Hatta has a nationalist enthusiasm for Indonesia. Then, Jokowi-JK has an eternal spirit for working. Of course, the analysis is interested in analyzing to know more the meaning of signs because it is able to be an effective to use in campaign for getting many voters in a polling day. Therefore, as society has to be critical in this thing for choosing the right man as president and vice president of Indonesia.

Talking About Antismoking Campaigns: What Do Smokers Talk About, and How Does Talk Influence Campaign Effectiveness?

Science.gov (United States)

Brennan, Emily; Durkin, Sarah J; Wakefield, Melanie A; Kashima, Yoshihisa

2016-01-01

Campaign-stimulated conversations have been shown to increase the effectiveness of antismoking campaigns. In order to explore why such effects occur, in the current study we coded the content of naturally occurring conversations. We also examined whether the short-term effects of talking, and of different types of talk, on quitting intentions were mediated through intrapersonal message responses. Using the Natural Exposure(SM) methodology, we exposed 411 smokers to 1 of 6 antismoking advertisements while they were watching television at home. Responses to the advertisement-conversation participation and content, emotional responses, personalized perceived effectiveness, and changes in intentions to quit-were measured within 3 days of exposure. Conversations were coded for appraisal of the advertisement (favorable, neutral, or unfavorable) and the presence of quitting talk and emotion talk. Mediation analyses indicated that the positive effects of talking on intention change were mediated through personalized perceived effectiveness and that the positive effects were driven by conversations that contained a favorable appraisal and/or quitting talk. Conversely, conversations that contained an unfavorable appraisal of the advertisement were negatively associated with campaign effectiveness. These findings highlight the importance of measuring interpersonal communication when evaluating campaigns and the need for further research to identify the message characteristics that predict when smokers talk and when they talk only in desirable ways.

Socioeconomic differences in outdoor food advertising at public transit stops across Melbourne suburbs.

Science.gov (United States)

Settle, Philippa J; Cameron, Adrian J; Thornton, Lukar E

2014-10-01

To assess and compare the number and type of outdoor food advertisements at public transit stops within suburbs of varying levels of socioeconomic disadvantage. An observational audit tool was developed and implemented to assess the number and type of food advertisements at public transit stops within Melbourne, Victoria. A total of 20 Melbourne neighbourhoods (suburbs) from across the least and the most socioeconomically disadvantaged areas were selected. All public transit stops, including train stations and bus and tram stops with a shelter were audited.  A similar proportion of transit stops in the least and most-disadvantaged suburbs displayed food advertisements (total n=203). However, some differences in the type of advertisements across suburbs were noted with advertisements for fast food restaurants, flavoured milk and fruit juice more common in the most-disadvantaged neighbourhoods (all padvertisements for diet soft drink, tea, coffee and convenience stores more common in the least-disadvantaged neighbourhoods (all padvertising at Melbourne transit stops found 30% displayed food advertisements, with those in more disadvantaged suburbs more frequently promoting chain-brand fast food and less frequently promoting diet varieties of soft drinks. These findings may help raise awareness of unhealthy environmental exposures. © 2014 Public Health Association of Australia.

Importance of Public Communication Campaigns and Art Activities in Social Education

OpenAIRE

Bilgehan Gültekin; Tuba Gültekin

2012-01-01

Universities have an important role in social education in many aspects. In terms of creating awareness and convincing public about social issues, universities take a leading position for public. The best way to provide public support for social education is to develop public communication campaigns. The aim of this study is to present a public communication model which will be guided in social education practices. The study titled “Importance of public communication campaigns and art activit...

Do You Know What Your Kids Are Drinking? Evaluation of a Media Campaign to Reduce Consumption of Sugar-Sweetened Beverages.

Science.gov (United States)

Bleakley, Amy; Jordan, Amy; Mallya, Giridhar; Hennessy, Michael; Piotrowski, Jessica Taylor

2017-01-01

This study evaluates a citywide media campaign that targeted reducing sugar-sweetened beverage (SSB) consumption as a strategy for addressing obesity. Rolling cross-sectional survey data, collected before and during the media campaign, with 1367 parents to assess exposure to and effect of a televised public service advertisement (TV PSA) developed using a reasoned action approach. Televised public service advertisement campaign created by the Philadelphia Department of Public Health and disseminated on cable television channels within the Philadelphia market. Philadelphia parents/primary caregivers with a child between the ages of 3 and 16. Linear regression analysis shows that exposure to the TV PSA was significantly associated with intention to substitute nonsugary drinks for SSBs for the parent ( P = .04) and the child ( P = .02). The effect of exposure on intention to reduce child's SSB consumption increased the longer the campaign was in the field. Exposure was also significantly associated with the belief that reducing SSB consumption decreases the risk of diabetes ( P = .04) and was significantly negatively related to the belief that reducing SSB consumption would make mealtimes less enjoyable ( P = .04). These findings suggest that a theory-based mass media campaign can achieve positive changes in intention related to SSB consumption by changing relevant and salient underlying beliefs.

Peculiarities of conducting an advertising campaign of a commercial bank

OpenAIRE

Platonov K. A.; Glinskaya I. Yu.

2016-01-01

the article outlines special characteristics of banking advertising. It describes the main types of banking advertising as well as the main types of banking products and services. What is more, the authors discovered the peculiarities of advertising budgeting of a commercial bank, analyzes different methods of determining the advertising budget and controlling the work of an advertising department of a commercial bank.

Media framing and political advertising in the Patients' Bill of Rights debate.

Science.gov (United States)

Rabinowitz, Aaron

2010-10-01

The purpose of this article is to assess the influence of interest groups over news content. In particular, I explore the possibility that political advertising campaigns affect the tenor and framing of newspaper coverage in health policy debates. To do so, I compare newspaper coverage of the Patients' Bill of Rights debate in 1999 in five states that were subject to extensive advertising campaigns with coverage in five comparison states that were not directly exposed to the advocacy campaigns. I find significant differences in coverage depending on the presence or absence of paid advertising campaigns, and conclude that readers were exposed to different perspectives and arguments about managed care regulation if the newspapers they read were published in states targeted by political advertisements. Specifically, newspaper coverage was 17 percent less likely to be supportive of managed care reform in states subject to advertising campaigns designed to foment opposition to the Patients' Bill of Rights. Understanding the ability of organized interests and political actors to successfully promote their preferred issue frames in a dynamic political environment is particularly important in light of the proliferation of interest groups, the prevalence of multimillion-dollar political advertising campaigns, and the health care reform debate under President Barack Obama.

48 CFR 31.205-1 - Public relations and advertising costs.

Science.gov (United States)

2010-10-01

... 48 Federal Acquisition Regulations System 1 2010-10-01 2010-10-01 false Public relations and... Organizations 31.205-1 Public relations and advertising costs. (a) Public relations means all functions and...; or (2) Maintaining or promoting reciprocal understanding and favorable relations with the public at...

Peculiarities of conducting an advertising campaign of a commercial bank

Directory of Open Access Journals (Sweden)

Platonov K. A.

2016-05-01

Full Text Available the article outlines special characteristics of banking advertising. It describes the main types of banking advertising as well as the main types of banking products and services. What is more, the authors discovered the peculiarities of advertising budgeting of a commercial bank, analyzes different methods of determining the advertising budget and controlling the work of an advertising department of a commercial bank.

Does pharmaceutical advertising affect journal publication about dietary supplements?

Directory of Open Access Journals (Sweden)

Hood Kaylene L

2008-04-01

Full Text Available Abstract Background Advertising affects consumer and prescriber behaviors. The relationship between pharmaceutical advertising and journals' publication of articles regarding dietary supplements (DS is unknown. Methods We reviewed one year of the issues of 11 major medical journals for advertising and content about DS. Advertising was categorized as pharmaceutical versus other. Articles about DS were included if they discussed vitamins, minerals, herbs or similar products. Articles were classified as major (e.g., clinical trials, cohort studies, editorials and reviews or other (e.g., case reports, letters, news, and others. Articles' conclusions regarding safety and effectiveness were coded as negative (unsafe or ineffective or other (safe, effective, unstated, unclear or mixed. Results Journals' total pages per issue ranged from 56 to 217 while advertising pages ranged from 4 to 88; pharmaceutical advertisements (pharmads accounted for 1.5% to 76% of ad pages. Journals with the most pharmads published significantly fewer major articles about DS per issue than journals with the fewest pharmads (P Conclusion These data are consistent with the hypothesis that increased pharmaceutical advertising is associated with publishing fewer articles about DS and publishing more articles with conclusions that DS are unsafe. Additional research is needed to test alternative hypotheses for these findings in a larger sample of more diverse journals.

Model-based development and testing of advertising messages: A comparative study of two campaign proposals based on the MECCAS model and a conventional approach

DEFF Research Database (Denmark)

Bech-Larsen, Tino

theoretically valid and comprehensible guidelines for message development potentially enhances the effects of advertising messages and improves the possibility of measuring such effects. Moreover, such guidelines also have potential implications for the managerial communication processes (client......1. Traditionally the development of advertising messages has been based on "creative independence", sometimes catalysed by inductively generated empirical data. Due to the recent intensified focus on advertising effectiveness, this state of affair is now beginning to change. 2. Implementing......-agency and intra-agency) involved in the development of advertising messages. 3. The purpose of the study described in this paper is to compare the development and effects of two campaign proposals, with the common aim of increasing the consumption of apples among young Danes (18 to 35 years of age). One...

[Drug advertising to the general public: conceptual parameters of a risk producer practice].

Science.gov (United States)

Nascimento, Alvaro César

2010-11-01

This article analyzes some concepts relating to marketing, advertising, medications, regulation and manipulation. It discusses ethical and health surveillance parameters of drugs advertising for the general public. The focus of this work is the analysis of contradictions from a conceptual point of view between the practice of pharmaceutical advertising as a tool for the increase of sales and the conquest of markets versus the policy of rational use of medicines. Academic studies and monitoring of drugs advertising conducted by the National Health Surveillance Agency show that the contents of the advertising pieces oriented towards the general public overestimate the - sometimes dubious - qualities of their medication, focusing almost exclusively on the benefits and put them in a central position in the therapeutic process. They also fail to mention the risks inherent in their use. Rather than focusing on regulatory proposals aimed at creating constraints to this practice, this article discusses the impossibility, considering the interests of public health, of the coexistence of marketing with the policies for the correct, rational and safe use of drugs.

Digital Advertising Traffic Operation: Flow Management Analysis

OpenAIRE

Mas, Massimiliano Dal

2017-01-01

In a Web Advertising Traffic Operation the Trafficking Routing Problem (TRP) consists in scheduling the management of Web Advertising (Adv) campaign between Trafficking campaigns in the most efficient way to oversee and manage relationship with partners and internal teams, managing expectations through integration and post-launch in order to ensure success for every stakeholders involved. For our own interest we did that independent research projects also through specific innovative tasks val...

"Be ready against cancer, now": direct-to-consumer advertising for genetic testing.

Science.gov (United States)

William-Jones, Bryn

2006-04-01

A recent addition to the debate about the benefits and harms of direct-to-consumer (DTC) advertising of medicines and pharmaceuticals is a growing critique of DTC marketing and sale of genetic tests. Academic and policy literatures exploring this issue have, however, tended to focus on the sale of genetic tests, paying rather less attention to the particular implications of advertising. The globalization of broadcast media and ever increasing access to the Internet mean that public exposure to advertising for medical technologies is a reality that national regulatory bodies will be hard pressed to constrain. Working through a case study detailing Myriad Genetics' 2002 pilot advertising campaign for their BRACAnalysis genetic susceptibility test for hereditary breast and ovarian cancer, this paper highlights some of the diverse and often overlooked and unregulated approaches to DTC advertising, and the associated social, ethical and policy implications.

The effectiveness of targeted online advertising - Case: Muotikuutio website

OpenAIRE

Huynh, Maria

2016-01-01

This thesis examines the effectiveness of Facebook advertising as a means of increasing brand awareness and driving Facebook users to a specific website. The case of the research was the 'Muotikuutio' campaign by Bestseller Whole Oy and the blog website Muotikuutio.fi. In this thesis, the effectiveness of ‘Facebook Ads’ is analysed and evaluated, and recommendations for future social media campaigns are given. In the Muotikuutio campaign, Facebook advertising was used to promote the camp...

The effect of public awareness campaigns on suicides: evidence from Nagoya, Japan.

Science.gov (United States)

Matsubayashi, Tetsuya; Ueda, Michiko; Sawada, Yasuyuki

2014-01-01

Public awareness campaigns about depression and suicide have been viewed as highly effective strategies in preventing suicide, yet their effectiveness has not been established in previous studies. This study evaluates the effectiveness of a public-awareness campaign by comparing suicide counts before and after a city-wide campaign in Nagoya, Japan, where the city government distributed promotional materials that were aimed to stimulate public awareness of depression and promote care-seeking behavior during the period of 2010-2012. In each of the sixteen wards of the city of Nagoya, we count the number of times that the promotional materials were distributed per month and then examine the association between the suicide counts and the frequency of distributions in the months following such distributions. We run a Poisson regression model that controls for the effects of ward-specific observed and unobserved heterogeneities and temporal shocks. Our analysis indicates that more frequent distribution of the campaign material is associated with a decrease in the number of suicides in the subsequent months. The campaign was estimated to have been especially effective for the male residents of the city. The underlying mechanism of how the campaign reduced suicides remains to be unclear. Public awareness campaigns can be an effective strategy in preventing suicide. © 2013 Elsevier B.V. All rights reserved.

Evaluation of a public education campaign to support parents to reduce adolescent alcohol use.

Science.gov (United States)

Johnston, Robyn S; Stafford, Julia; Jongenelis, Michelle I; Shaw, Therese; Samsa, Hannah; Costello, Eleanor; Kirby, Gary

2018-04-19

Mass media education campaigns targeting parents may influence parent factors that reduce adolescent drinking; however few such campaigns have been evaluated. The Parents, Young People and Alcohol campaign included two phases of mass media advertising, Cogs and I See, to deliver consistent messages across multiple media channels. The campaign targeted Western Australian parents of 12-17 year olds with messages describing alcohol's effect on the developing brain and adolescent physical and mental health. The campaign reinforced the National Health and Medical Research Council (NHMRC) Guideline that for under 18s, not drinking is the safest option. Parent knowledge, attitudes and behaviours were assessed via cross-sectional surveys administered before the campaign (Time 1) and at two post-tests (Time 2; Time 3). Post-test campaign awareness and perceptions were also assessed. Campaign awareness was high (48% Time 2; 80% Time 3) and over 86% of parents found the campaign believable and relevant at both post-tests. Increased knowledge of the NHMRC guideline and lower belief in alcohol myths were found at both post-tests compared to Time 1. Less positive attitudes to parental supply were found at Time 2, but were not sustained at Time 3. Parents were more likely to have discussed alcohol risks and limiting drinking with their child at Time 3, but parent-to-child alcohol supply did not change significantly. The campaign achieved high awareness and positively influenced parental outcomes. Longer term campaign implementation supported by policy and environmental measures may be required to change parental supply. © 2018 Australasian Professional Society on Alcohol and other Drugs.

Marketing, advertisement and publicity – a study of terms in Brazil

Directory of Open Access Journals (Sweden)

Miguel Arantes Normanha Filho

2007-12-01

Full Text Available The main objective of this research consists in contributing with empirical verification of several interpretations done on marketing and advertisement, advertisement and publicity, in a special form used as if they were synonyms. In business context, this can lead companies into financial loss. The research is part of the observation that treats the terms marketing and advertisement as not being the same [semantically], but the concept: advertisement is a specific instrument and marketing is a business philosophy. The wrong interpretation of this terms can induces businessmen [executives] to make strategic mistakes that can influence the cash flow and, consequently, affect the company’s financial economical health.

What's so appealing? An examination of emotional appeals and viewer engagement in safe-sex PSAs and condom advertisements.

Science.gov (United States)

Stevens, Elise M

2018-01-01

Whereas advertisements strive to increase revenue, PSAs work to educate and inform. Even though both share the similar goal of persuasion, advertising tends to lead to more effective sales, unlike PSAs, which can have little effect on audience behaviors. Using a systematic, quantitative content analysis, this study examines emotional appeals and viewer engagement in safe-sex PSAs and condom advertisements in online videos (N = 132). PSAs with humor appeals received more viewer attention in terms of views, comments, and ratings than humorous advertisements. Recommendations for designing public health campaigns are discussed in terms of specific appeals for garnering audience attention.

Effects of Tobacco-Related Media Campaigns on Young Adult Smoking: Longitudinal Data from the United States

Science.gov (United States)

Terry-McElrath, Yvonne M.; Emery, Sherry; Wakefield, Melanie A.; O’Malley, Patrick M.; Szczypka, Glen; Johnston, Lloyd D.

2012-01-01

Objective Young adults in the U.S. have one of the highest smoking prevalence rates of any age group, and young adulthood is a critical time period of targeting by the tobacco industry. We examined relationships between potential exposure to tobacco-related media campaigns from a variety of sponsors and 2-year smoking change measures among a longitudinal sample of U.S. adults aged 20-30 from 2001-2008. Methods Self-report data were collected from a longitudinal sample of 13,076 U.S. young adults from age 20-30. These data were merged with tobacco-related advertising exposure data from Nielsen Media Research. Two-year measures of change in smoking were regressed on advertising exposures. Results Two-year smoking uptake was unrelated to advertising exposure. The odds of quitting among all smokers and reduction among daily smokers in the two years between the prior and current survey were positively related to anti-tobacco advertising, especially potential exposure levels of 104-155 ads over the past 24 months. Tobacco company advertising (including corporate image and anti-smoking) and pharmaceutical industry advertising were unrelated to quitting or reduction. Conclusions Continued support for sustained, public health-based, well-funded anti-tobacco media campaigns may help reduce tobacco use among young adults. PMID:21972061

General public knowledge, perceptions and practice towards pharmaceutical drug advertisements in the Western region of KSA.

Science.gov (United States)

Al-Haddad, Mahmoud S; Hamam, Fayez; Al-Shakhshir, Sami M

2014-04-01

This study aims to examine general public knowledge and behavior toward pharmaceutical advertisements in the Western part of KSA. A cross sectional convenience sampling technique was used in this study. A total of 1445 valid questionnaires were received and analyzed using SPSS version 16 at alpha value of 0.05. Majority of respondents were aware of different types of drugs to be advertised and drug advertisements should seek approval from the health authorities. Television and Internet showed the highest effect on consumers. Almost half of the participants preferred an advertised drug over non-advertised one. Most of the respondents indicated that the quality of frequently advertised drugs is not better than those prescribed by the doctors. Majority of participants had positive beliefs toward advertised drugs concerning their role in education and spreading of awareness among the public. Pharmaceutical advertisements harm the doctor-patient relationship as evidenced by one-third of the investigated sample. Moreover, majority of the participants mentioned that they would consult another doctor or even change the current doctor if he/she refused to prescribe an advertised medication. Results of this study could be used to develop awareness programs for the general public and try to enforce the regulations and policies to protect the general public and patients from the business oriented pharmaceutical companies and drug suppliers.

The British Nuclear Industry Forum's public affairs campaign

International Nuclear Information System (INIS)

Parker, Keith

2000-01-01

Full text: In March 1999, BNIF launched a public affairs Campaign with the objective of influencing the views of opinion formers - particularly in the political field - about the case for nuclear energy as a long-term, sustainable component of the UK's energy mix. The Campaign was launched to BNIF's 70 member companies under the slogan, Profiting through Partnership - By Changing the Climate of Opinion. That slogan was chosen to emphasise a key feature of the Campaign approach, which is the importance of an industry speaking collectively with one voice, but with each individual company actively playing its part by spreading the industry's messages to their own local and regional audiences - Members of Parliament, local politicians, local media - to build a groundswell of support for the eventual renewal of nuclear energy in the UK. Our aim was to place the prospect of a new nuclear power station firmly on the political agenda during the lifetime of the next Parliament - that is, in the period 2002-2007. The Campaign was launched at a time when a few encouraging signs were emerging of a growing recognition in Government, Parliament, and in academic and scientific circles that nuclear energy has an important role to play in meeting the energy and environmental challenges of the 21st century. The challenge, in particular, of climate change and the UK Government's commitment to reduce greenhouse gas emissions undertaken at Kyoto and in its election manifesto, gave the industry a strong, positive issue on which to campaign. However, we fully recognised that to make a convincing case for nuclear energy we would also have to address the issues of concern and doubt in the minds of the public and politicians - economic competitiveness, waste management, transport and decommissioning. During the year, BNIF produced a range of Campaign materials, made submissions to several Government and other inquiries and consultations, organised events, meetings and discussions, all with

Recruiting for research studies using online public advertisements: examples from research in affective disorders.

Science.gov (United States)

Wise, Toby; Arnone, Danilo; Marwood, Lindsey; Zahn, Roland; Lythe, Karen E; Young, Allan H

2016-01-01

Successful recruitment is vital for any research study. Difficulties in recruitment are not uncommon and can have important implications. This is particularly relevant to research conducted in affective disorders due to the nature of the conditions and the clinical services that serve these patients. Recently, online public advertisements have become more generally accessible and may provide an effective way to recruit patient populations. However, there is paucity of evidence on their viability as a method of recruiting patients into studies of disease mechanisms in these disorders. Public advertisement methods can be useful when researchers require specific populations, such as those not receiving pharmacological treatment. This work describes our experience in successfully recruiting participants into neuroimaging research studies in affective disorders using online public advertisements. Results suggest that these online public advertisements are an effective method for successfully recruiting participants with affective disorders into research studies, particularly for research focusing on disease mechanisms in specific populations.

MOVE 2000 - new advertising campaign speeds up modernisation business; MOVE 2000 - die neue Heizungsgemeinschaftswerbung bringt Schwung ins Modernisierungsgeschaeft

Energy Technology Data Exchange (ETDEWEB)

Dyas, S. [Zentralverband Sanitaer Heizung Klima, St. Augustin (Germany)

2001-02-01

Modernisation of heating systems is a difficult sector. Unfavourable boundary conditions make it even more of a low-interest product, and massive investment barriers are the result. The new advertising campaign of the heating systems industry attempts to counteract this. [German] Heizungsmodernisierung ist ein 'schwieriges' Geschaeft. Zur Zeit gibt es unguenstige Rahmenbedingungen, die den Charakter des Low-interest-Produkts soweit verstaerken, dass es zu massiven Investitionsbarrieren kommt. Diesem entgegen zu wirken ist die Aufgabe der neuen Heizungsgemeinschaftswerbung. (orig.)

Do marketing and alcohol treatment/public health experts think televised alcohol advertisements abide by regulatory guidelines?

Science.gov (United States)

Lloyd, Kelly; Cameron, Elaine; Williams, Hannah; Banister, Emma; Donmall, Michael; Higgins, Alan; French, David P

2018-04-01

Televised alcohol advertisements in the United Kingdom must abide by the Broadcast Committee of Advertising Practice Code, which provides guidelines concerning advertisements not implying, condoning or encouraging immoderate, irresponsible or antisocial drinking. Previously, 75 per cent of 373 general public respondents were shown one of seven advertisements rated a breach of at least one guideline. This study assessed whether experts in marketing ( n = 25) and alcohol treatment/public health ( n = 25) perceived the same seven television alcohol advertisements as complying with the Broadcast Committee of Advertising Practice Code. Overall, 83 per cent of advertisements were rated as breaching at least one guideline. This provides further proof that self-regulatory alcohol guidelines are not fit for purpose.

Social media in advertising campaigns: examining the effects on perceived persuasive intent, campaign and brand responses

NARCIS (Netherlands)

Voorveld, H.A.M.; van Noort, G.

2014-01-01

Inspired by the increasing popularity of advertising on social media, and especially on social network sites (SNSs), the aim of this study is to give insight into the effectiveness of SNS advertising. The first experimental study compares consumer responses to advertising on SNSs and television (TV)

Using contextual advertising in Internet marketing

Directory of Open Access Journals (Sweden)

Тетяна Олександрівна Левицька

2017-07-01

Full Text Available This article is devoted to the substantiation of the use of contextual advertising in Internet marketing as one of the most universal and expedient tools of modern advertising, applied for the first time in 1994, describing the principles of its implementation and the prospects for using it. The shortcomings and advantages of Internet marketing and contextual advertising in particular, its types and technologies, on which it is implemented, the possibilities, as well as the purposes of application, are considered. The main characteristics of contextual advertising, namely its characteristic properties as compared to the other types of Internet marketing, were highlighted. The use of contextual advertising in the search, on partner sites of the advertising network and an example of the report that was received by means of the Yandex.Metrika service have been shown. On the basis of the analysis the use of contextual advertising has been proved and its basic types and methods of measuring the effectiveness of advertising campaigns using deep analytics services have been demonstrated. The factor of the complexity of the configuration process has been singled out, and in this connection, a variant of professional intervention in setting up contextual advertising by specialized agencies has been offered. In the long term, the tools of contextual advertising are to expand. Every year, more and more services are being created for a deeper analysis of statistics, end-to-end analytics, and the improvement of the campaign management interface

A total ban on alcohol advertising: presenting the public health case.

Science.gov (United States)

Parry, Charles; Burnhams, Nadine Harker; London, Leslie

2012-05-28

Evidence from burden of disease and economic costing studies amply indicate that the public health burden from hazardous and harmful use of alcohol in South Africa warrants drastic action. Evidence that banning alcohol advertising is likely to be an effective intervention is reflected in WHO strategy documents on non-communicable diseases and harmful use of alcohol. Studies on young people furthermore support arguments refuting the claim that advertising only influences brand choice. Given the weakness of relying on industry self-regulation, the government is considering legislation to ban alcohol advertising, resulting in heated debate. Tobacco control and studies investigating the effect of alcohol advertising bans on consumption and alcohol-related deaths point to the effectiveness of such action - ideally supplemented by other policy interventions. Arguments against an advertising ban include possible communication sector job losses, but these are likely to have been exaggerated. Banning alcohol advertising will necessitate greater scrutiny of digital media, satellite television and merchandising to reduce the likelihood of subverting the ban.

Nation launches first safe sex campaign with foreign help. Russia, education (health).

Science.gov (United States)

1997-06-30

This news brief discusses the first campaign to stop the spread of AIDS in Russia. The government is investing in newspaper advertising in order to prevent the spread of AIDS, because the alternative health care model is too expensive. The country is unable to afford the expensive drugs for treating AIDS and HIV infections, and the health care system, in general, is in decline. The health ministry is relying on the support from Medecins sans Frontieres (Doctors without Borders) to mount a newspaper campaign to urge condom use and other safe sex practices. The campaign will also involve television and radio advertisements, followed by billboards on subway stops and city buses. Since the communist break-up, IV drug use and prostitution have become widespread problems. Borders were opened, and drugs entered the country. Under the former Soviet regime, contact with foreigners was discouraged and travel was restricted. The public was exposed to AIDS information in the campaigns conducted in 1990. The public is generally informed about AIDS. The new campaign focuses on safe sex, which is a new concept for Russians. There is a wide gap between knowledge and adoption of safe sex practices. Official records indicate about 4400 HIV cases, of which 259 are in advanced stages of AIDS. Official figures are considered underestimates. Over 75% of current HIV cases involve IV drug users, but the potential for heterosexual transmission is great. About 50% of the HIV cases were recorded in Kaliningrad, a port city with a growing population of IV drug users. The city provides easy access to the rest of Europe and exposure to HIV/AIDS that is not yet found in most other Russian cities.

Pooling and Dynamic Forgetting Effects in Multitheme Advertising: Tracking the Advertising Sales Relationship with Particle Filters

OpenAIRE

Norris I. Bruce

2008-01-01

Firms often use a pool or series of advertising themes in their campaigns. Thus, for example, a firm may employ some of its advertising to promote price-related themes or messages and other of its advertising to promote product-related themes. This study examines the interdependence that can occur between pairs of themes in a pool (i.e., ), the impact of these pooling effects on the allocation of advertising expenditures, and the factors that can affect forgetting rates (or, conversely, carry...

Teaching the Public Relations Case Studies/Campaigns Class.

Science.gov (United States)

Cottone, Laura Perkins

The public relations case studies/campaigns class entails teaching students how to die and then come back to life. As students must learn to take a critical look at complex public and social issues, teachers should create an environment in which the students feel comfortable with the process of psychological reconstruction. Students must be taught…

5 CFR 734.205 - Participation in political campaigns.

Science.gov (United States)

2010-01-01

... 5 Administrative Personnel 2 2010-01-01 2010-01-01 false Participation in political campaigns. 734... in political campaigns. Subject to the prohibitions in § 734.306, an employee may: (a) Display... candidate or a candidate for political party office in a political advertisement, broadcast, campaign...

Significant Decline in Celebrity Usage in Advertising

DEFF Research Database (Denmark)

Schimmelpfennig, Christian; Hollensen, Svend

2016-01-01

Over the decades, the use of celebrities in advertising has increased. Research suggests that in western countries between 20% and 30% of all advertising used celebrities in the late 1990s. During the past 10 years, however, the use of celebrities in advertising has plunged. This paper discusses...... why advertisers are turning away from using major celebrities in their campaigns, and what alternative individuals may be used instead of the celebrities....

Spanish Advertising during the Franco Regime (1939-1975: from Autarchy to Consumerism

Directory of Open Access Journals (Sweden)

Mercedes Montero

2012-04-01

Full Text Available This article examines the role of advertising during the Franco regime and its influence on the evolution of the system towards a more tolerant position with modernity. Three types of sources were used. First, literature, a study of technical publications on advertising, published in the 40´s and 50´s, some of which are unprecedented works. This literature has been completed with research on consumption, published works by advertisers and agencies and with the review of the major campaigns in media. Secondly, archival sources in specific areas, particularly with regard to official support received for advertising in 1964, was also used. Finally, oral sources, specifically interviews with advertising professionals who re-launched the field between 1960 and 1975 have been extremely valuable. It is arguable that, during the 40´s, advertising condemned the autarchy that was sinking the country. In the 50´s it knew how to open the minds of the Spanish towards consumer products and lifestyles that were common in other markets. And from the 60´s to the end of the Franco regime, it made the public associate various products with values far from those embraced by the official Spain.

VERB - a social marketing campaign to increase physical activity among youth.

Science.gov (United States)

Wong, Faye; Huhman, Marian; Heitzler, Carrie; Asbury, Lori; Bretthauer-Mueller, Rosemary; McCarthy, Susan; Londe, Paula

2004-07-01

The VERB campaign is a multiethnic media campaign with a goal to increase and maintain physical activity among tweens, or children aged nine to 13 years. Parents, especially mothers aged 29 to 46, and other sources of influence on tweens (e.g., teachers, youth program leaders) are the secondary audiences of the VERB initiative. VERB applies sophisticated commercial marketing techniques to address the public health problem of sedentary lifestyles of American children, using the social marketing principles of product, price, place, and promotion. In this paper, we describe how these four principles were applied to formulate the strategies and tactics of the VERB campaign, and we provide examples of the multimedia materials (e.g., posters, print advertising, television, radio spots) that were created.

Advertising cadavers in the republic of letters: anatomical publications in the early modern Netherlands.

Science.gov (United States)

Margócsy, Dániel

2009-06-01

This paper sketches how late seventeenth-century Dutch anatomists used printed publications to advertise their anatomical preparations, inventions and instructional technologies to an international clientele. It focuses on anatomists Frederik Ruysch (1638-1732) and Lodewijk de Bils (1624-69), inventors of two separate anatomical preparation methods for preserving cadavers and body parts in a lifelike state for decades or centuries. Ruysch's and de Bils's publications functioned as an 'advertisement' for their preparations. These printed volumes informed potential customers that anatomical preparations were aesthetically pleasing and scientifically important but did not divulge the trade secrets of the method of production. Thanks to this strategy of non-disclosure and advertisement, de Bils and Ruysch could create a well-working monopoly market of anatomical preparations. The 'advertising' rhetorics of anatomical publications highlight the potential dangers of equating the growth of print culture with the development of an open system of knowledge exchange.

Noncombustible tobacco product advertising: how companies are selling the new face of tobacco.

Science.gov (United States)

Richardson, Amanda; Ganz, Ollie; Stalgaitis, Carolyn; Abrams, David; Vallone, Donna

2014-05-01

With declining cigarette sales, increasing restrictions, and recent Food and Drug Administration (FDA) regulation of cigarettes, there has been a dramatic rise in the marketing of noncombustible tobacco products (NCPs). However, little is known about how NCPs are advertised and to whom. Two full-service advertising firms were used to systematically collect all U.S. advertisements for NCPs (e-cigarettes, snus, dissolvables, and chew/dip/snuff,) running between June 1 and September 1, 2012. The advertisement and associated metadata (brand, media channel, observations, spend, and estimated reach) were examined. Attributes of print advertisements were examined relative to target demographics of the publications in which they ran. Over 3 months, almost $20 million was spent advertising NCPs. Although the greatest amount spent was on the promotion of smokeless (~$8 million) and snus (~$10 million), e-cigarette advertisements were the most widely circulated. Print advertisements, the majority of which were e-cigarettes and chew/dip/snuff, were heavily tailored to middle-aged White males. Many e-cigarette print ads suggested harm reduction and use when one cannot smoke (poly-use), while chew/dip/snuff focused on masculinity. Robust ongoing surveillance of NCP advertising is critical to inform the FDA and to protect public health. Both commercial advertising and public health media campaigns must ensure that content is not misleading and that it educates consumers about harm based on the available science. The way messages are framed have the potential to decrease tobacco use by promoting rather than undermining cessation of combusted products and/or by encouraging exclusive use of less harmful NCPs rather than poly-use of combusted and NCPs.

The Impact of Culture on International Advertising Campaigns: A Managerial Perspective.

Science.gov (United States)

Kanso, Ali

A study investigated advertising executives' perceptions of the importance of culture in international advertising, as well as advertising message approaches used by international corporations. It was hypothesized that more nonculturally oriented managers would agree to the use of the same creative strategies to advertise in both domestic and…

Communicating climate change: Improving the effectiveness of public campaigns

Directory of Open Access Journals (Sweden)

María del Carmen Hidalgo Villodres

2014-08-01

Full Text Available Research on climate change highlights the need to develop more effective campaigns to increase citizens’ awareness of this issue, increase their willingness to accept the measures necessary to halt this phenomenon and change their behaviour. This paper describes a study which analyzed the effectiveness of an advertising message that combined informative and motivational variables on pro-environmental attitudes and intended behaviour. The study sample consisted of 180 university students, divided into two equivalent groups. The results supported the initial hypothesis,the participants in the group that received specific behaviour guidelines (to increase perceived control together with information on economic savings (motivational variable displayed more changes in self-efficacy, pro-environmental attitudes and intention of behaviour than the group that did not receive this information.

48 CFR 2131.205-1 - Public relations and advertising costs.

Science.gov (United States)

2010-10-01

... 48 Federal Acquisition Regulations System 6 2010-10-01 2010-10-01 true Public relations and... REQUIREMENTS CONTRACT COST PRINCIPLES AND PROCEDURES Contracts With Commercial Organizations 2131.205-1 Public relations and advertising costs. The provisions of FAR 31.205-1 shall be modified to include the following...

Manipulating meanings. [Advertising by the nuclear industry

Energy Technology Data Exchange (ETDEWEB)

Burgess, J. (University College, London (United Kingdom). Dept. of Geography)

Nuclear industry advertising in the United Kingdom is becoming more and more frequent, and is often controversial. The content and impact of recent campaigns are considered, especially the advertisement which portrays nuclear power as beneficial to the greenhouse effect. (author).

Recruiting Campaigns: How Advertising and Training Target the Millennial Generation

Science.gov (United States)

2007-12-01

youth market through advertising and training. Even though recruiting numbers may wane from time to time, the overall messages are parallel to perceived...or nonmilitary service. This thesis demonstrates that USAREC is leveraging its knowledge of the youth market through advertising and training...current advertising and recruiter training strategies . Background Shortly before and during each major conflict the Army increases its wartime

Ethos and industry: a critical study of oil industry advertising from 1974-1984

Energy Technology Data Exchange (ETDEWEB)

Kurzbard, G.

1984-01-01

This study examines the advocacy advertising of the oil industry in general, and Mobil and Exxon Corporations in particular, during the years 1974-1984. The prospects of divestiture and nationalization of the industry, as a result of both gasoline shortages and exponential increases in profits which begin in the early seventies', created a profound concern by the majors that increasing public disaffection might result in legislation inimical to the industry. Mobil and Exxon's advertising attempted to provide a justification not only for their own operations, but for the entire American socio-economic system. The industry's value system was clearly reflected in its efforts to convince the public that its motives grew from an abiding commitment to the nation's well-being. The ideational underpinnings of oil industry discourse are traced through a rhetorical exploration of specific advertising campaigns. The study maintains that the weltanschauung of Big Oil is both directly and indirectly manifest in its advertising. An overall assessment of oil industry advertising is provided within a Burkean framework to treat of the textural elements of its discourse.

The Relationship Between Advertising-Induced Anger and Self-efficacy on Persuasive Outcomes: A Test of the Anger Activism Model Using the Truth Campaign.

Science.gov (United States)

Ilakkuvan, Vinu; Turner, Monique Mitchell; Cantrell, Jennifer; Hair, Elizabeth; Vallone, Donna

Turner's Anger Activism Model (AAM) contends anger and efficacy interact in a unique way to determine message responses to campaign materials. This study tested the AAM using responses to 2 truth antismoking advertisements collected in August-October 2014 via an online, cross-sectional survey of 15- to 21-year-olds. Those aware of each of the truth advertisements (n = 319 for each) were organized into 4 anger/efficacy groups. Analysis of variance and regressions were conducted to understand group differences in message-related cognitions (persuasiveness, receptivity, conversation). Message cognitions were highest among the high anger/high efficacy group and lowest among the low anger/low efficacy group.

Recruiting for research studies using online public advertisements examples from research in affective disorders

Directory of Open Access Journals (Sweden)

Wise T

2016-02-01

Full Text Available Toby Wise,1 Danilo Arnone,1 Lindsey Marwood,1 Roland Zahn,1–3 Karen E Lythe,2,3 Allan H Young1 1Centre for Affective Disorders, Department of Psychological Medicine, Institute of Psychiatry, King’s College London, London, 2Neuroscience and Aphasia Research Unit, School of Psychological Sciences, 3Manchester Academic Health Science Centre, University of Manchester, Manchester, UK Abstract: Successful recruitment is vital for any research study. Difficulties in recruitment are not uncommon and can have important implications. This is particularly relevant to research conducted in affective disorders due to the nature of the conditions and the clinical services that serve these patients. Recently, online public advertisements have become more generally accessible and may provide an effective way to recruit patient populations. However, there is paucity of evidence on their viability as a method of recruiting patients into studies of disease mechanisms in these disorders. Public advertisement methods can be useful when researchers require specific populations, such as those not receiving pharmacological treatment. This work describes our experience in successfully recruiting participants into neuroimaging research studies in affective disorders using online public advertisements. Results suggest that these online public advertisements are an effective method for successfully recruiting participants with affective disorders into research studies, particularly for research focusing on disease mechanisms in specific populations. Keywords: recruitment, affective disorders, advertising, depression, anxiety, bipolar

The hospital marketer and the advertising agency: who should do what--and to whom.

Science.gov (United States)

Keyser, J A

1987-01-01

Close cooperation between advertising agencies and their clients is an essential ingredient of a successful advertising campaign. Expectations and responsibilities must be clearly defined in writing, and realistic deadlines should be set and adhered to. Campaigns lacking these crucial components are handicapped from the start, and results produced will be less effective than a carefully planned and executed campaign.

Effects of a mass media campaign to increase physical activity among children: year-1 results of the VERB campaign.

Science.gov (United States)

Huhman, Marian; Potter, Lance D; Wong, Faye L; Banspach, Stephen W; Duke, Jennifer C; Heitzler, Carrie D

2005-08-01

To determine the effects of a mass media campaign on the levels of physical activity among children 9 to 13 years of age. A prospective, longitudinal, quasi-experimental design was used. A baseline survey was conducted in April to June 2002, before the launch of VERB advertising. Random-digit-dialing methods were used to survey a nationally representative sample of children and parents. The follow-up survey was repeated with the same cohort of children and parents in April to June 2003. Propensity scoring was used to determine the campaign's effects on awareness and physical activity behaviors. United States. A total of 3120 parent-child dyads. Intervention. The VERB campaign is a multiethnic campaign that combines paid advertisements with school and community promotions and Internet activities to encourage children 9 to 13 years of age to be physically active every day. Launched in 2002 by the Centers for Disease Control and Prevention, VERB uses commercial marketing methods to advertise being physically active as cool, fun, and a chance to have a good time with friends. Using the VERB brand, paid advertising ran nationally from June 2002 through June 2003, targeting 9- to 13-year-old youths. Children's awareness of the campaign and self-reported estimates of free-time and organized physical activity sessions during nonschool hours in the week before the interview. After 1 year, 74% of children surveyed were aware of the VERB campaign. Levels of reported sessions of free-time physical activity increased for subgroups of children 9 to 13 years of age. A pattern of effects across 2 measures was observed for younger children (9-10 years of age), girls, children whose parents had less than a high school education, children from urban areas that were densely populated, and children who were low active at baseline. These subgroups engaged in more median weekly sessions of free-time physical activity than did children who were unaware of VERB and, as the children's level

Direct-to-consumer pharmaceutical advertising: physician and public opinion and potential effects on the physician-patient relationship.

Science.gov (United States)

Robinson, Andrew R; Hohmann, Kirsten B; Rifkin, Julie I; Topp, Daniel; Gilroy, Christine M; Pickard, Jeffrey A; Anderson, Robert J

2004-02-23

Previous studies have shown that direct-to-consumer (DTC) pharmaceutical advertising can influence consumer behavior and that many physicians have negative views of these advertisements. Physician and public opinions about these advertisements and how they may affect the physician-patient relationship are not well established. Mail survey of 523 Colorado physicians and 261 national physicians and telephone survey of 500 Colorado households asking respondents to rate their agreement with statements about DTC advertising. Most physicians tended to view DTC advertisements negatively, indicating that such advertisements rarely provide enough information on cost (98.7%), alternative treatment options (94.9%), or adverse effects (54.8%). Most also believed that DTC advertisements affected interactions with patients by lengthening clinical encounters (55.9%), leading to patient requests for specific medications (80.7%), and changing patient expectations of physicians' prescribing practices (67.0%). Only 29.0% of public respondents agreed that DTC advertising is a positive trend in health care and 28.6% indicated that advertisements make them better informed about medical problems; fewer indicated that advertisements motivated them to seek care (10.5%) or led them to request specific medications from their physicians (13.3%). Most physicians have negative views of DTC pharmaceutical advertising and see several potential effects of these advertisements on the physician-patient relationship. Many public respondents have similarly negative views, and only a few agree that they change their expectations of or interactions with physicians. While these advertisements may be influencing only a few consumers, it seems that the impact on physicians and their interactions with patients may be significant.

Effects of tobacco-related media campaigns on smoking among 20-30-year-old adults: longitudinal data from the USA.

Science.gov (United States)

Terry-McElrath, Yvonne M; Emery, Sherry; Wakefield, Melanie A; O'Malley, Patrick M; Szczypka, Glen; Johnston, Lloyd D

2013-01-01

Young adults in the USA have one of the highest smoking prevalence rates of any age group, and young adulthood is a critical time period of targeting by the tobacco industry. The authors examined relationships between potential exposure to tobacco-related media campaigns from a variety of sponsors and 2-year smoking change measures among a longitudinal sample of US adults aged 20-30 years from 2001 to 2008. Self-report data were collected from a longitudinal sample of 12,931 US young adults from age 20 to 30. These data were merged with tobacco-related advertising exposure data from Nielsen Media Research. Two-year measures of change in smoking were regressed on advertising exposures. Two-year smoking uptake was unrelated to advertising exposure. The odds of quitting among all smokers and reduction among daily smokers in the 2 years between the prior and current survey were positively related to anti-tobacco advertising, especially potential exposure levels of 104-155 ads over the past 24 months. Tobacco company advertising (including corporate image and anti-smoking) and pharmaceutical industry advertising were unrelated to quitting or reduction. Continued support for sustained, public health-based well-funded anti-tobacco media campaigns may help reduce tobacco use among young adults.

Advertising eugenics: Charles M. Goethe's campaign to improve the race.

Science.gov (United States)

Schoenl, William; Peck, Danielle

2010-06-01

Over the last several decades historians have shown that the eugenics movement appealed to an extraordinarily wide constituency. Far from being the brainchild of the members of any one particular political ideology, eugenics made sense to a diverse range of Americans and was promoted by professionals ranging from geneticists and physicians to politicians and economists.(1) Seduced by promises of permanent fixes to national problems, and attracted to the idea of a scientifically legitimate form of social activism, eugenics quickly grew in popularity during the first decades of the twentieth century. Charles M. Goethe, the land developer, entrepreneur, conservationist and skilled advertiser who founded the Eugenics Society of Northern California, exemplifies the broad appeal of the eugenics movement. Goethe played an active role within the American eugenics movement at its peak in the 1920s. The last president of the Eugenics Research Association,(2) he also campaigned hard against Mexican immigration to the US and he continued open support for the Nazi regime's eugenic practices into the later 1930s.(3) This article examines Goethe's eugenic vision and, drawing on his correspondence with the leading geneticist Charles Davenport, explores the relationship between academic and non-academic advocates of eugenics in America. Published by Elsevier Ltd.

Analysis of the Perception of Television Advertising of University Students

OpenAIRE

Hérová, Lucie

2012-01-01

This diploma thesis looks into a problem of television advertisement, what is still the most perceived form of advertisement. In the introduction is defined concept of advertisement and its history, functions and there is concisely described only just television advertisement too. Other section of theoretical part refers to creation of advertising campaigns, what instruments are used there and how to measure advertisement's success. Practical part examines results of questionnaire research. I...

Public Libraries Participation In Hiv/Aids Awareness Campaign In ...

African Journals Online (AJOL)

The paper examines public libraries involvement in HIV/AIDS awareness campaign in South West Nigeria. These include the materials and services available on HIV/AIDS and challenges to their participation in the war against the epidemic. The study revealed that public libraries in South West Nigeria are not participating ...

Fees for Advertisements in Public Space Incurred by a Given Bank Brand in Poland

Directory of Open Access Journals (Sweden)

Płuciennik Monika

2017-03-01

Full Text Available This article aims to present significant changes in the rates of fees for advertisements on selected bank buildings located in public space, resulting from the implementation of the so-called "Act on Landscape Protection" (Act on amending certain acts in connection with the strengthening of landscape protection tools from 24 April 2015 (2015 Journal Of Laws, item 774. The Act on landscape protection aims to minimize the amount of signboards in city centers. It introduces significant changes regarding (a fees, (b the expanded definition of advertisements, and (c potential revisions and renewal of advertisements. The implementation of the Act causes significant inconveniences and challenges in the process advertising services. The objective of this research is to assess changes in the costs of advertising incurred by banks. More specifically, the research estimated (a fees incurred by a selected bank brand for signboards placed on all bank branches within the entire country. An altered definition of an advertisement placed in the right-of-way and in public space will cause an increase in the surface of signboards, and, therefore, an increase in fees. In addition, a new type of fee (i.e., advertising fee will increase the expenses incurred by the bank for the specified objects.

Recall of "The Real Cost" Anti-Smoking Campaign Is Specifically Associated With Endorsement of Campaign-Targeted Beliefs.

Science.gov (United States)

Kranzler, Elissa C; Gibson, Laura A; Hornik, Robert C

2017-10-01

Though previous research suggests the FDA's "The Real Cost" anti-smoking campaign has reduced smoking initiation, the theorized pathway of effects (through targeted beliefs) has not been evaluated. This study assesses the relationship between recall of campaign television advertisements and ad-specific anti-smoking beliefs. Respondents in a nationally representative survey of nonsmoking youths age 13-17 (n = 4,831) reported exposure to four The Real Cost advertisements and a fake ad, smoking-relevant beliefs, and nonsmoking intentions. Analyses separately predicted each targeted belief from specific ad recall, adjusting for potential confounders and survey weights. Parallel analyses with non-targeted beliefs showed smaller effects, strengthening claims of campaign effects. Recall of four campaign ads (but not the fake ad) significantly predicted endorsement of the ad-targeted belief (Mean β = .13). Two-sided sign tests indicated stronger ad recall associations with the targeted belief relative to the non-targeted belief (p < .05). Logistic regression analyses indicated that respondents who endorsed campaign-targeted beliefs were more likely to have no intention to smoke (p < .01). This study is the first to demonstrate a relationship between recall of ads from The Real Cost campaign and the theorized pathway of effects (through targeted beliefs). These analyses also provide a methodological template for showing campaign effects despite limitations of available data.

'People Love Player's': Cigarette Advertising and the Teenage Consumer in Post-war Britain.

Science.gov (United States)

O'Neill, Daniel

2017-09-01

This article explores the background, creation and reception of a prominent cigarette advertising campaign from the early 1960s. The advertisements featured young couples falling in love as they shared Player's Medium cigarettes together. As such, the advertisements reflected the central place of the teenager within post-war British consumer culture. The campaign was built upon the insights of market research, particularly that carried out by Mark Abrams and his research organization Research Services Limited. Historians have played down the significance of Abrams's work, but it is argued here that the studies and reports Abrams produced rendered the teenage consumer knowable in a powerful way. Advertisers and manufacturers now had detailed knowledge about young people's consumption habits and their motivations. Such research helped the British tobacco industry formulate a controversial marketing strategy-the need to 'recruit' young people to the smoking habit-and the People Love Player's campaign was created with this in mind. The representations of love and gender included in the advertisements gave the campaign an emotional pull which was designed to resonate with young people. The advertisements were widely criticized and this drove the British tobacco industry to remove from its advertising appeals which might influence the young, such as love. © The Author [2017]. Published by Oxford University Press. All rights reserved. For Permissions, please email: journals.permissions@oup.com.

Model-based development and testing of advertising messages: A comparative study of two campaign proposals based on the MECCAS model and a conventional approach

DEFF Research Database (Denmark)

Bech-Larsen, Tino

2001-01-01

Traditionally, the development of advertising messages has been based on "creative independence", sometimes catalysed by inductively generated empirical data. Due to the recent intensified focus on advertising effectiveness, this state of affairs is beginning to change. The purpose of the study....... The comparison involved the efficiency of the managerial communication taking place in the message development process as well as target group communication effects. The managerial communication was studied by interviews with the involved advertising agency (Midtmarketing, Ikast, Denmark) and client staff...... described in this article is to compare the development and effects of two campaign proposals, with the sommon aim of increasing the consumption of apples among young Danes (18 to 35 years of age). One of the proposals is the result of an inductive-creative process, while the other is base on the MECCAS...

New distribution channels for advertising through computer games and mobile devices.

OpenAIRE

Sivagnanasuntharam, Sivasathees

2008-01-01

The development in advertising industry has lately gone from open advertising through few, major distribution channels to a hidden and targeting advertising integrated into everyday life. Advertisers grow increasingly unhappy with the value delivered by the traditional mediums. They turn to alternative distribution channels in order to increase the success rate of advertising campaigns. Channels seen as unattractively with little purchasing power previously are attracting advertisers attenti...

48 CFR 1631.205-70 - FEHBP public relations and advertising costs.

Science.gov (United States)

2010-10-01

... 48 Federal Acquisition Regulations System 6 2010-10-01 2010-10-01 true FEHBP public relations and... COST PRINCIPLES AND PROCEDURES Contracts With Commercial Organizations 1631.205-70 FEHBP public relations and advertising costs. (a) The cost of media messages that are directed at advising current FEHBP...

Public policy: effective treatment for tobacco disease.

Science.gov (United States)

Scheg, K E

1996-01-01

Public policy initiatives offer greater promise than other strategies for reducing the major public health problem of death and disease due to smoking. Three of the most critical public policy areas today are smoke-free environments, youth access, and advertising. While earlier laws separated smokers and nonsmokers into separate sections, the focus now is on smoke-free environments. Various places, however, most notably restaurants, often remain polluted with tobacco smoke and put women at heightened risk of disease and death. Restricting youth access to tobacco products has also gained momentum in the 1990s. The recently proposed Food and Drug Administration regulations designed to reduce smoking by minors by 50% over seven years are the most significant national public policy initiatives ever to address the problem of children smoking. Measures to counter the tobacco industry's massive advertising and promotion campaigns have also increased. The federal government has begun enforcing the prohibition on cigarette advertising on television, and local jurisdictions have restricted tobacco billboards and point-of-sale advertising.

A cost-effectiveness analysis of online, radio and print tobacco control advertisements targeting 25-39 year-old males.

Science.gov (United States)

Clayforth, Cassandra; Pettigrew, Simone; Mooney, Katie; Lansdorp-Vogelaar, Iris; Rosenberg, Michael; Slevin, Terry

2014-06-01

To assess the relative cost-effectiveness of various non-television advertising media in encouraging 25-39 year-old male smokers to respond to a cessation-related call to action. Information about how new electronic media compare in effectiveness is important to inform the implementation of future tobacco control media campaigns. Two testimonial advertisements featuring members of the target group were developed for radio, press and online media. Multiple waves of media activity were scheduled over a period of seven weeks, including an initial integrated period that included all three media and subsequent single media phases that were interspersed with a week of no media activity. The resulting Quit website hits, Quitline telephone calls, and registrations to online and telephone counselling services were compared to advertising costs to determine the relative cost-effectiveness of each media in isolation and the integrated approach. The online-only campaign phase was substantially more cost-effective than the other phases, including the integrated approach. This finding is contrary to the current assumption that the use of a consistent message across multiple media simultaneously is the most cost-effective way of reaching and affecting target audiences. Online advertising may be a highly cost-effective channel for low-budget tobacco control media campaigns. © 2014 The Authors. ANZJPH © 2014 Public Health Association of Australia.

The role of mass media campaigns in reducing high-risk drinking among college students.

Science.gov (United States)

DeJong, William

2002-03-01

This article categorizes and describes current media campaigns to reduce college student drinking, reviews key principles of campaign design and outlines recommendations for future campaigns. The article describes three types of media campaigns on student drinking: information, social norms marketing, and advocacy. Key principles of campaign design are derived from work in commercial marketing, advertising, and public relations and from evaluations of past public health campaigns. Information campaigns on the dangers of high-risk drinking are common, but none has been rigorously evaluated. Quasi-experimental studies suggest that social norms marketing campaigns, which correct misperceptions of campus drinking norms, may be effective, but more rigorous research is needed. As of this writing, only one major media campaign has focused on policy advocacy to reduce college student drinking, but it is still being evaluated. Lessons for campaign design are organized as a series of steps for campaign development, implementation and assessment: launch a strategic planning process, select a strategic objective, select the target audience, develop a staged approach, define the key promise, avoid fear appeals, select the right message source, select a mix of media channels, maximize media exposure, conduct formative research, and conduct process and outcome evaluations. Future campaigns should integrate information, social norms marketing, and advocacy approaches to create a climate of support for institutional, community and policy changes that will alter the environment in which students make decisions about their alcohol consumption.

Online advertising as a public health and recruitment tool: comparison of different media campaigns to increase demand for smoking cessation interventions.

Science.gov (United States)

Graham, Amanda L; Milner, Pat; Saul, Jessie E; Pfaff, Lillian

2008-12-15

To improve the overall impact (reach x efficacy) of cessation treatments and to reduce the population prevalence of smoking, innovative strategies are needed that increase consumer demand for and use of cessation treatments. Given that 12 million people search for smoking cessation information each year, online advertising may represent a cost-efficient approach to reach and recruit online smokers to treatment. Online ads can be implemented in many forms, and surveys consistently show that consumers are receptive. Few studies have examined the potential of online advertising to recruit smokers to cessation treatments. The aims of the study were to (1) demonstrate the feasibility of online advertising as a strategy to increase consumer demand for cessation treatments, (2) illustrate the tools that can be used to track and evaluate the impact of online advertising on treatment utilization, and (3) highlight some of the methodological challenges and future directions for researchers. An observational design was used to examine the impact of online advertising compared to traditional recruitment approaches (billboards, television and radio ads, outdoor advertising, direct mail, and physician detailing) on several dependent variables: (1) number of individuals who enrolled in Web- or telephone-based cessation treatment, (2) the demographic, smoking, and treatment utilization characteristics of smokers recruited to treatment, and (3) the cost to enroll smokers. Several creative approaches to online ads (banner ads, paid search) were tested on national and local websites and search engines. The comparison group was comprised of individuals who registered for Web-based cessation treatment in response to traditional advertising during the same time period. A total of 130,214 individuals responded to advertising during the study period: 23,923 (18.4%) responded to traditional recruitment approaches and 106,291 (81.6%) to online ads. Of those who clicked on an online ad, 9655

Comparative Advertising in the Czech Republic: An Empirical Study

Directory of Open Access Journals (Sweden)

Petr Kral

2016-12-01

Full Text Available Comparative advertising had been traditionally banned in most EU countries and was allowed by the European law just relatively recently. That is why in the EU this form of advertising is relatively new, as opposed to the situation in the US, where comparative advertising has been widely used and well accepted by consumers for decades. The literature has been silent on the topic of the effectiveness of comparative advertising in the Czech Republic, as well as in other Central and Eastern European countries. The goal of this paper is to investigate the effectiveness of comparative advertising campaigns in the Czech Republic. Using an online survey with 160 Czech respondents, we found that the attitude towards comparative advertising is rather positive in the Czech Republic. We also identified that the gender of the recipient influences the general perception of comparative advertising. On the other hand, the age of the recipient does not seem to be a moderator of the attitude towards comparative advertising, in general. The results also do not signal any impact of the gender and the age of the recipient on the change of the perception of any of the brands involved in the campaign. Managerial implications target mainly marketing and advertising managers responsible for Central European markets.

Marketing campaigns and politics – british experience

Directory of Open Access Journals (Sweden)

Halida Sarajlić

2007-12-01

Full Text Available By gaining political power, individuals and political par¬ties at the same time gain the power to shape not only political but also public life. An accelerated growth of mass media communication has led to the development of various means and techniques of political marketing. This in turn requires certain adjustments to political campaigns and programs, out of which only those adapted to the new communication environment may succeed. Marketing in terms of politics and especially negative comparative advertising, which is becoming increasingly more present and intense in political campaigning, opens a series of ethical questions. Among others, these include whether such advertising in politics is effective, to what extent and what its consequences are. The goal of this paper is to present the main characteristics of political marketing, the effectiveness of the methods and techniques used in the course of elect¬ion campaigning, their consequences and basic differences between political marketing and products and services marketing. A special emphasis will be placed on the presentation of political marketing of Great Britain, which has a long tradition in utilizing marketing methods and techniques in the political arena. Moreover, political moves made by politicians and political parties in Great Britain certainly make a good starting point for shaping an optimal political strategy in other countries, while at the same time taking into account the particulars of a specific political and social environment. Content analysis methodology was used in the preparation of this paper and all the data were gathered from secondary sources.

CHALLENGES IN CROSS CULTURAL ADVERTISING

Directory of Open Access Journals (Sweden)

Yuni Retnowati

2016-04-01

Full Text Available At first, marketing practitioners and academics consider standardized approaches to marketing and advertising strategies in globalization, and then some studies proved that the standardization of advertising across culture is not valid. Therefore, cross cultural advertising takes local culture into account when conveying messages in advertisements. Cross cultural understanding is very important in order to produce successful localized advertising that would reflect the cultural values and norms of intended audience. Challenge in cross cultural advertising is the problem of communicating to people of diverse cultural background. Cross cultural solutions are applied in areas such as language, communication style, images and cultural values. Cross cultural advertising is simply about using common sense and analyzing how the different elements of an advertising campaign are impacted by culture and modifying them to best speak to the target audience. Other challenges are determining between standardization and adaptation of cultural values content of advertising when facing different people from diverse cultures. In academic side, the challenge is preparing students to design advertisements that communicate effectively to diverse cultures.

To contribute or not: A goals-based perspective on the effect of industry sales trend and solicitation messages on voluntary contributions to a generic advertising campaign.

Science.gov (United States)

Srivastava, Joydeep; Oza, Shweta S; Koukova, Nevena T

2017-12-01

Generic advertising campaigns such as "Got Milk?" and "Pork: The Other White Meat" are intended to increase demand for the entire product category rather than demand for a specific brand. This research examines the influence of industry (or product category) sales trend and solicitation messages on voluntary contributions toward such campaigns. Based on the idea that the context in which decisions are made may induce goals, a theoretical framework is developed to suggest that a declining versus an increasing industry sales trend induces different goal orientations. Although contributing to a generic advertising campaign may be viewed as 1 means to achieve the induced goal, the means-goal association is likely to be stronger when the trend is declining rather than increasing. Further, the authors propose that a solicitation message that is congruent with the induced goal and the associated mean is likely to be most effective in increasing contributions relative to incongruent messages. Consistent with the framework, three studies demonstrate that voluntary contributions are higher when the industry sales trend is declining versus increasing, and the solicitation message that reinforces the association between the induced goal and the means to achieve the goal is most effective in increasing contributions. (PsycINFO Database Record (c) 2017 APA, all rights reserved).

A Cross-Sectional Comparison of Army Advertising Attributes

Science.gov (United States)

1990-11-01

ARMY ADVERTISING ATTRIBUTES EXECUTIVE SUMMARY Research Requirement: In order to assess the impact of the Army’s advertising strategy and campaigns...Sample sizes varied from 4,875 to 4,926 for the NRS and from 3,569 to 3,602 for ACOMS. Improvement type themes. This advertising strategy would make...and college. I recommend that the Army focus advertising strategy on the Army as a positive step between high school and college in addition to work

Using Support Vector Machine on EEG for Advertisement Impact Assessment

Directory of Open Access Journals (Sweden)

Zhen Wei

2018-03-01

Full Text Available The advertising industry depends on an effective assessment of the impact of advertising as a key performance metric for their products. However, current assessment methods have relied on either indirect inference from observing changes in consumer behavior after the launch of an advertising campaign, which has long cycle times and requires an ad campaign to have already have been launched (often meaning costs having been sunk. Or through surveys or focus groups, which have a potential for experimental biases, peer pressure, and other psychological and sociological phenomena that can reduce the effectiveness of the study. In this paper, we investigate a new approach to assess the impact of advertisement by utilizing low-cost EEG headbands to record and assess the measurable impact of advertising on the brain. Our evaluation shows the desired performance of our method based on user experiment with 30 recruited subjects after watching 220 different advertisements. We believe the proposed SVM method can be further developed to a general and scalable methodology that can enable advertising agencies to assess impact rapidly, quantitatively, and without bias.

Using Support Vector Machine on EEG for Advertisement Impact Assessment.

Science.gov (United States)

Wei, Zhen; Wu, Chao; Wang, Xiaoyi; Supratak, Akara; Wang, Pan; Guo, Yike

2018-01-01

The advertising industry depends on an effective assessment of the impact of advertising as a key performance metric for their products. However, current assessment methods have relied on either indirect inference from observing changes in consumer behavior after the launch of an advertising campaign, which has long cycle times and requires an ad campaign to have already have been launched (often meaning costs having been sunk). Or through surveys or focus groups, which have a potential for experimental biases, peer pressure, and other psychological and sociological phenomena that can reduce the effectiveness of the study. In this paper, we investigate a new approach to assess the impact of advertisement by utilizing low-cost EEG headbands to record and assess the measurable impact of advertising on the brain. Our evaluation shows the desired performance of our method based on user experiment with 30 recruited subjects after watching 220 different advertisements. We believe the proposed SVM method can be further developed to a general and scalable methodology that can enable advertising agencies to assess impact rapidly, quantitatively, and without bias.

Gorgias on Madison Avenue: Sophistry and the Rhetoric of Advertising.

Science.gov (United States)

Matcuk, Matt

Using sophistic theory and focusing on intersections in the practice and reception of sophistry and advertising, a study analyzed a contemporary advertising campaign. A number of extrinsic similarities between sophistic and advertising rhetoric exist: their commercial basis, their popular reception as dishonest speech, and the reception of both as…

Commercial Speech Protection and Alcoholic Beverage Advertising.

Science.gov (United States)

Greer, Sue

An examination of the laws governing commercial speech protection and alcoholic beverage advertisements, this document details the legal precedents for and implications of banning such advertising. An introduction looks at the current amount of alcohol consumed in the United States and the recent campaigns to have alcoholic beverage ads banned.…

Online Advertising as a Public Health and Recruitment Tool: Comparison of Different Media Campaigns to Increase Demand for Smoking Cessation Interventions

Science.gov (United States)

Milner, Pat; Saul, Jessie E; Pfaff, Lillian

2008-01-01

Background To improve the overall impact (reach × efficacy) of cessation treatments and to reduce the population prevalence of smoking, innovative strategies are needed that increase consumer demand for and use of cessation treatments. Given that 12 million people search for smoking cessation information each year, online advertising may represent a cost-efficient approach to reach and recruit online smokers to treatment. Online ads can be implemented in many forms, and surveys consistently show that consumers are receptive. Few studies have examined the potential of online advertising to recruit smokers to cessation treatments. Objective The aims of the study were to (1) demonstrate the feasibility of online advertising as a strategy to increase consumer demand for cessation treatments, (2) illustrate the tools that can be used to track and evaluate the impact of online advertising on treatment utilization, and (3) highlight some of the methodological challenges and future directions for researchers. Methods An observational design was used to examine the impact of online advertising compared to traditional recruitment approaches (billboards, television and radio ads, outdoor advertising, direct mail, and physician detailing) on several dependent variables: (1) number of individuals who enrolled in Web- or telephone-based cessation treatment, (2) the demographic, smoking, and treatment utilization characteristics of smokers recruited to treatment, and (3) the cost to enroll smokers. Several creative approaches to online ads (banner ads, paid search) were tested on national and local websites and search engines. The comparison group was comprised of individuals who registered for Web-based cessation treatment in response to traditional advertising during the same time period. Results A total of 130,214 individuals responded to advertising during the study period: 23,923 (18.4%) responded to traditional recruitment approaches and 106,291 (81.6%) to online ads. Of

The Use of Facebook Advertising to Recruit Healthy Elderly People for a Clinical Trial: Baseline Metrics

Science.gov (United States)

2018-01-01

Background This report provides data on the use of social media advertising as a clinical trial recruitment strategy targeting healthy volunteers aged 60 years and older. The social media advertising campaign focused on enrollment for a Phase 1 clinical trial. Traditional means of recruiting—billboards, newspaper advertising, word of mouth, personal referrals, and direct mail—were not producing enough qualified participants. Objective To demonstrate the effectiveness of using targeted advertising on the social networking site Facebook to recruit people aged 60 years and older for volunteer clinical trial participation. Methods The trial sponsor used a proactive approach to recruit participants using advertising on social media. The sponsor placed and monitored an Institutional Review Board-approved advertising campaign on Facebook to recruit potential candidates for a Phase 1 clinical trial. The clinical trial required a 10-day residential (overnight) stay at a clinic in Michigan, with one follow-up visit. The sponsor of the clinical trial placed the advertising, which directed interested respondents to a trial-specific landing page controlled by the Contract Research Organization (CRO). The CRO provided all follow-up consenting, prescreening, screening, and enrollment procedures. The campaign was waged over an 8-week period to supplement recruiting by the CRO. Results A total of 621 people responded to a Facebook advertising campaign by completing an online form or telephoning the CRO, and the clinical trial was fully enrolled at 45 subjects following an 8-week Facebook advertising campaign. Conclusions An 8-week Facebook advertising campaign contributed to 868 inquiries made regarding a Phase 1 clinical trial seeking to enroll healthy elderly subjects. Over the initial 11 weeks of recruitment, 178 inquiries were received using traditional methods of outreach. Respondents to the Facebook advertising campaign described in this report engaged with the sponsored

The Use of Facebook Advertising to Recruit Healthy Elderly People for a Clinical Trial: Baseline Metrics.

Science.gov (United States)

Cowie, Julie M; Gurney, Mark E

2018-01-24

This report provides data on the use of social media advertising as a clinical trial recruitment strategy targeting healthy volunteers aged 60 years and older. The social media advertising campaign focused on enrollment for a Phase 1 clinical trial. Traditional means of recruiting-billboards, newspaper advertising, word of mouth, personal referrals, and direct mail-were not producing enough qualified participants. To demonstrate the effectiveness of using targeted advertising on the social networking site Facebook to recruit people aged 60 years and older for volunteer clinical trial participation. The trial sponsor used a proactive approach to recruit participants using advertising on social media. The sponsor placed and monitored an Institutional Review Board-approved advertising campaign on Facebook to recruit potential candidates for a Phase 1 clinical trial. The clinical trial required a 10-day residential (overnight) stay at a clinic in Michigan, with one follow-up visit. The sponsor of the clinical trial placed the advertising, which directed interested respondents to a trial-specific landing page controlled by the Contract Research Organization (CRO). The CRO provided all follow-up consenting, prescreening, screening, and enrollment procedures. The campaign was waged over an 8-week period to supplement recruiting by the CRO. A total of 621 people responded to a Facebook advertising campaign by completing an online form or telephoning the CRO, and the clinical trial was fully enrolled at 45 subjects following an 8-week Facebook advertising campaign. An 8-week Facebook advertising campaign contributed to 868 inquiries made regarding a Phase 1 clinical trial seeking to enroll healthy elderly subjects. Over the initial 11 weeks of recruitment, 178 inquiries were received using traditional methods of outreach. Respondents to the Facebook advertising campaign described in this report engaged with the sponsored advertising at a higher rate than is typical for

Issue-Advocacy versus Candidate Advertising: Effects on Candidate Preferences and Democratic Process.

Science.gov (United States)

Pfau, Michael; Holbert, R. Lance; Szabo, Erin Alison; Kaminski, Kelly

2002-01-01

Examines the influence of soft-money-sponsored issue-advocacy advertising in U.S. House and Senate campaigns, comparing its effects against candidate-sponsored positive advertising and contrast advertising on viewers' candidate preferences and on their attitude that reflect democratic values. Reveals no main effects for advertising approach on…

Effectiveness of newspaper advertising for patient recruitment into a clinical trial.

Science.gov (United States)

Hapca, Adrian; Jennings, Claudine G; Wei, Li; Wilson, Adam; MacDonald, Thomas M; Mackenzie, Isla S

2014-06-01

To measure the impact of newspaper advertising across Scotland on patient interest, and subsequent recruitment into the Standard Care vs. Celecoxib Outcome Trial (SCOT), a clinical trial investigating the cardiovascular safety of non-steroidal anti-inflammatory drugs in patients with osteoarthritis or rheumatoid arthritis. Newspaper advertisements about the SCOT trial were placed sequentially in regional and national Scottish newspapers. The number of phone calls as a result of exposure to the advertisements and ongoing study recruitment rates were recorded before, during and after the advertising campaign. To enroll in SCOT individuals had to be registered with a participating GP practice. The total cost for the advertising campaign was £46 250 and 320 phone calls were received as a result of individuals responding to the newspaper advertisements. One hundred and seventy-two individuals were identified as possibly suitable to be included in the study. However only 36 were registered at participating GP practices, 17 completed a screening visit and 15 finally were randomized into the study. The average cost per respondent individual was £144 and the average cost per randomized patient was £3083. Analysis of recruitment rate trends showed that there was no impact of the newspaper advertising campaign on increasing recruitment into SCOT. Advertisements placed in local and national newspapers were not an effective recruitment strategy for the SCOT trial. The advertisements attracted relatively small numbers of respondents, many of whom did not meet study inclusion criteria or were not registered at a participating GP practice. © 2013 The British Pharmacological Society.

Effectiveness of newspaper advertising for patient recruitment into a clinical trial

Science.gov (United States)

Hapca, Adrian; Jennings, Claudine G; Wei, Li; Wilson, Adam; MacDonald, Thomas M; Mackenzie, Isla S

2014-01-01

Aims To measure the impact of newspaper advertising across Scotland on patient interest, and subsequent recruitment into the Standard Care vs. Celecoxib Outcome Trial (SCOT), a clinical trial investigating the cardiovascular safety of non-steroidal anti-inflammatory drugs in patients with osteoarthritis or rheumatoid arthritis. Methods Newspaper advertisements about the SCOT trial were placed sequentially in regional and national Scottish newspapers. The number of phone calls as a result of exposure to the advertisements and ongoing study recruitment rates were recorded before, during and after the advertising campaign. To enroll in SCOT individuals had to be registered with a participating GP practice. Results The total cost for the advertising campaign was £46 250 and 320 phone calls were received as a result of individuals responding to the newspaper advertisements. One hundred and seventy-two individuals were identified as possibly suitable to be included in the study. However only 36 were registered at participating GP practices, 17 completed a screening visit and 15 finally were randomized into the study. The average cost per respondent individual was £144 and the average cost per randomized patient was £3083. Analysis of recruitment rate trends showed that there was no impact of the newspaper advertising campaign on increasing recruitment into SCOT. Conclusions Advertisements placed in local and national newspapers were not an effective recruitment strategy for the SCOT trial. The advertisements attracted relatively small numbers of respondents, many of whom did not meet study inclusion criteria or were not registered at a participating GP practice. PMID:24283948

Developing effective campaign messages to prevent neural tube defects: a qualitative assessment of women's reactions to advertising concepts.

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Massi Lindsey, Lisa L; Silk, Kami J; Von Friederichs-Fitzwater, Marlene M; Hamner, Heather C; Prue, Christine E; Boster, Franklin J

2009-03-01

The incidence of neural tube defects (NTDs), serious birth defects of the brain and spine that affect approximately 3,000 pregnancies in the United States each year, can be reduced by 50-70% with daily periconceptional consumption of the B vitamin folic acid. Two studies were designed to assess college women's reactions to and perceptions of potential campaign advertising concepts derived from preproduction formative research to increase folic acid consumption through the use of a daily multivitamin. Study one assessed draft advertising concepts in eight focus groups (N = 71) composed of college-enrolled women in four cities geographically dispersed across the United States. Based on study one results, the concepts were revised and reassessed in study two with a different sample (eight focus groups; N = 73) of college women in the same four cities. Results indicated that participants generally responded favorably to concepts in each of the two studies, and provided insight into individual concepts to increase their overall appeal and effectiveness. The specific findings and implications of these results are discussed.

‘Shameless Woman’ and ‘Responsible Traitor’: Problematizing Gender Representations in Official HIV/AIDS Television Advertisements

Directory of Open Access Journals (Sweden)

Dagmar Estermann Meyer

2004-01-01

Full Text Available This paper discusses the views of public health workers from the Family Health Program of Porto Alegre/RS on the HIV/AIDS television advertisements which played a role in the official HIV/ AIDS prevention campaigns in Brazil from 1994 to 2000. The aim of this discussion is to contribute to the critical reading of this sort of educative enterprise, with attention to the gender relations represented in such advertisements. Working from a cultural analysis perspective, the authors analyze the discourses that constitute two representations: the ‘shameless woman’ and the ‘responsible traitor’. The authors argue that these representations are produced, among other manners, through the very knowledge that informs the prevention campaigns, and that these representations end up reinforcing behaviors and gender and sexual practices that they intend to transform or to sever.

Analysis of internet advertisement type PPC (Pay-Per-Click) in concrete firm (Cedar home)

OpenAIRE

Krausová, Lenka

2009-01-01

The aim of this bachelor thesis is to present the features of internet advertising. The main type of advertisement in this thesis is called PPC (Pay-Per-Click). There are created and advertised advertising campaigns on concrete project.

Inferring Social Influence of Anti-Tobacco Mass Media Campaign.

Science.gov (United States)

Zhan, Qianyi; Zhang, Jiawei; Yu, Philip S; Emery, Sherry; Xie, Junyuan

2017-07-01

Anti-tobacco mass media campaigns are designed to influence tobacco users. It has been proved that campaigns will produce users' changes in awareness, knowledge, and attitudes, and also produce meaningful behavior change of audience. Anti-smoking television advertising is the most important part in the campaign. Meanwhile, nowadays, successful online social networks are creating new media environment, however, little is known about the relation between social conversations and anti-tobacco campaigns. This paper aims to infer social influence of these campaigns, and the problem is formally referred to as the Social Influence inference of anti-Tobacco mass mEdia campaigns (Site) problem. To address the Site problem, a novel influence inference framework, TV advertising social influence estimation (Asie), is proposed based on our analysis of two real anti-tobacco campaigns. Asie divides audience attitudes toward TV ads into three distinct stages: 1) cognitive; 2) affective; and 3) conative. Audience online reactions at each of these three stages are depicted by Asie with specific probabilistic models based on the synergistic influences from both online social friends and offline TV ads. Extensive experiments demonstrate the effectiveness of Asie.

An empirical analysis of the public's attitudes toward advertising hospital services: a comparative cross-sectional study.

Science.gov (United States)

Moser, H Ronald; Freeman, Gordon L

2014-01-01

This study investigates current opinions about hospital advertising and compares them to the attitudes expressed 25 years ago. It replicates a survey done in 1985, using the same questionnaire and population to compare responses longitudinally. The study indicates some changes in the public's opinions of hospital advertising. Although the image of hospitals remains positive, most of the 2010 respondents' opinions were rather mixed regarding whether it is proper for hospitals to advertise. The study also confirmed that the quality of service and reputation of hospitals remain more important to the public than price.

Advertising Efficiency in Road Safety Prevention Campaigns

Directory of Open Access Journals (Sweden)

Julia Catalina Serrano Cordero

2017-11-01

Full Text Available This paper addresses the importance of the results evaluation processes in the education and road safety campaigns, although they have achieved remarkable progress in praxis, evidenced a lack of information as to the relevance and suitability of the tools of communication in prevention. The objective was to validate an education and road safety campaign implemented by the Municipal Transit and Transport Company of the city of Cuenca (Ecuador in 2014, for which qualitative and quantitative techniques were used, choosing a stratified probabilistic sample of 304 university students, (age: 15-39. The data collection instruments were: focus group, questionnaire and statistical records, interpreted through content analysis and descriptive statistics. The findings indicate that the most frequent perception about the causes of accidents is: alcohol consumption, speeding, cell phone use. Likewise, the campaign "Best to Prevent" obtained a level of generalized recognition, but it was the younger ones who received more influence of their content of communication. Results that corroborate that the methods of motivation and persuasion do affect the attitude changes, which influences the transformation towards a culture of road prevention.

The role of digital and social media within mass media anti-smoking campaigns

Directory of Open Access Journals (Sweden)

Andy Lloyd

2018-03-01

Digital media plays an important role in driving direct responses to campaign websites that offer support, and in generating discussion. However, it is still TV that drives the conversation and response rates online; digital display performs best if it features campaign visuals, while TV advertising is often discussed in Facebook responses. We continue to make the case to fund TV advertising.

Exploring the potential for a mass media campaign to influence support for a ban on tobacco promotion at the point of sale.

Science.gov (United States)

Allen, Jane A; Davis, K C; Kamyab, K; Farrelly, M C

2015-02-01

This study explores whether exposure to advertisements that focus on the negative effects of tobacco industry advertising and promotion at the point of sale (anti-POS advertising) influence: (i) attitude toward POS advertising; (ii) perceived impact of POS advertising on youth smoking; and (iii) support for a ban on tobacco promotion at the POS among adult non-smokers in New York. Data are from a split-sample, experimental study, using an online media tracking survey with embedded TV, radio and print advertising. Exposure to anti-POS advertising was associated with higher odds of holding a negative attitude toward POS advertising (OR 2.43, P promotion at the POS (OR 1.77, P advertisements on youth smoking. Findings suggest the possibility that a mass media campaign could be used to influence public attitude toward POS advertising and support for a ban on tobacco promotion at the POS. © The Author 2014. Published by Oxford University Press. All rights reserved. For permissions, please email: journals.permissions@oup.com.

Advertising is magic

International Nuclear Information System (INIS)

Haskins, Louise

1999-01-01

Full text: Now in its fourth year, BNFL's advertising strategy continues to evolve and build upon the communication achievements of previous years. The case study this year will reflect upon progress so far and will concentrate specifically on the 1998 campaign development. It will begin by briefly reiterating the role we believe advertising plays in the communications mix and by recapping on the theoretical framework upon which the strategy continues to be based. Last year, I presented a case study on the development of BNFL's second television advertisement and supporting media. This year, I will present opinion research data which indicates that BNFL has, indeed, begun to detach itself from the contentious debate which surrounds the nuclear industry in general. Verbatim comments from respondents demonstrate that BNFL is now being perceived more widely within the UK as a successful corporate entity. The presentation will concentrate on the decision-making and research process which led us to select the content of our third advertising campaign. One key consideration being the impact of BNR:s merger with Magnox Electric plc and how their activity was incorporated into the overall advertising strategy. Having established key image characteristics through describing BNFL's scientific achievements and, more recently, BNFL's fuel recycling capabilities, the presentation will outline why this time we have opted for a total capability' advertisement whilst endeavouring to retain the five key image criteria which are at the heart of the strategy. Specific areas covered will include our clearance of the advertisement through the UK's advertising regulatory bodies (the Broadcast Advertising Clearance Centre (BACC) and the Independent Television Commission (ITQ). This in itself will demonstrate the importance of gaining detailed substantiation and legal clearance of the advertising claims made. Finally, we will share our experiences of each production phase, not least, the

Compliance of disease awareness campaigns in printed Dutch media with national and international regulatory guidelines.

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Leonardo Alves, Teresa; Martins de Freitas, Auramarina F; van Eijk, Martine E C; Mantel-Teeuwisse, Aukje K

2014-01-01

The European legislation prohibits prescription-only medicines' advertising but allows pharmaceutical companies to provide information to the public on health and diseases, provided there is no direct or indirect reference to a pharmaceutical product. Various forms of promotion have become increasingly common in Europe including "disease-oriented" campaigns. To explore examples of disease awareness campaigns by pharmaceutical companies in the Netherlands, by assessing their compliance with the World Health Organization (WHO) Ethical Criteria for medicinal drug promotion and the Dutch guidelines for provision of information by pharmaceutical companies. Materials referring to health/disease and treatments published in the most widely circulated newspapers and magazines were collected from March to May 2012. An evaluation tool was developed based on relevant underlying principles from the WHO ethical criteria and Dutch self-regulation guidelines. Collected disease awareness advertisements were used to pilot the evaluation tool and to explore the consistency of information provided with the WHO and Dutch criteria. Eighty materials met our inclusion criteria; 71 were published in newspapers and 9 in magazines. The large majority were news items but 21 were disease awareness advertisements, of which 5 were duplicates. Fifteen out of the 16 disease awareness campaigns were non-compliant with current guidelines mainly due to lack of balance (n = 12), absence of listed author and/or sponsor (n = 8), use of misleading or incomplete information (n = 5) and use of promotional information (n = 5). None mentioned a pharmaceutical product directly. Disease Awareness Campaigns are present in Dutch printed media. Although no brand names were mentioned, the lack of compliance of disease awareness campaigns with the current regulations is alarming. There were information deficiencies and evidence of information bias. A key concern is that the context in which the information is

Children and youth perceive smoking messages in an unbranded advertisement from a NIKE marketing campaign: a cluster randomised controlled trial

Science.gov (United States)

2011-01-01

Background How youth perceive marketing messages in sports is poorly understood. We evaluated whether youth perceive that the imagery of a specific sports marketing advertisement contained smoking-related messages. Methods Twenty grade 7 to 11 classes (397 students) from two high schools in Montréal, Canada were recruited to participate in a cluster randomised single-blind controlled trial. Classes were randomly allocated to either a NIKE advertisement containing the phrase 'LIGHT IT UP' (n = 205) or to a neutral advertisement with smoking imagery reduced and the phrase replaced by 'GO FOR IT' (n = 192). The NIKE logo was removed from both advertisements. Students responded in class to a questionnaire asking open-ended questions about their perception of the messages in the ad. Reports relating to the appearance and text of the ad, and the product being promoted were evaluated. Results Relative to the neutral ad, more students reported that the phrase 'LIGHT IT UP' was smoking-related (37.6% vs. 0.5%) and that other parts of the ad resembled smoking-related products (50.7% vs. 10.4%). The relative risk of students reporting that the NIKE ad promoted cigarettes was 4.41 (95% confidence interval: 2.64-7.36; P promoting NIKE hockey products appears to have contained smoking-related messages. This particular marketing campaign may have promoted smoking. This suggests that the regulation of marketing to youth may need to be more tightly controlled. PMID:21477307

Children and youth perceive smoking messages in an unbranded advertisement from a NIKE marketing campaign: a cluster randomised controlled trial.

Science.gov (United States)

Auger, Nathalie; Daniel, Mark; Knäuper, Bärbel; Raynault, Marie-France; Pless, Barry

2011-04-08

How youth perceive marketing messages in sports is poorly understood. We evaluated whether youth perceive that the imagery of a specific sports marketing advertisement contained smoking-related messages. Twenty grade 7 to 11 classes (397 students) from two high schools in Montréal, Canada were recruited to participate in a cluster randomised single-blind controlled trial. Classes were randomly allocated to either a NIKE advertisement containing the phrase 'LIGHT IT UP' (n = 205) or to a neutral advertisement with smoking imagery reduced and the phrase replaced by 'GO FOR IT' (n = 192). The NIKE logo was removed from both advertisements. Students responded in class to a questionnaire asking open-ended questions about their perception of the messages in the ad. Reports relating to the appearance and text of the ad, and the product being promoted were evaluated. Relative to the neutral ad, more students reported that the phrase 'LIGHT IT UP' was smoking-related (37.6% vs. 0.5%) and that other parts of the ad resembled smoking-related products (50.7% vs. 10.4%). The relative risk of students reporting that the NIKE ad promoted cigarettes was 4.41 (95% confidence interval: 2.64-7.36; P NIKE hockey products appears to have contained smoking-related messages. This particular marketing campaign may have promoted smoking. This suggests that the regulation of marketing to youth may need to be more tightly controlled.

Effective communication: perception of two anti-smoking advertisements.

Science.gov (United States)

Montazeri, A; McEwen, J

1997-01-01

This paper presents part of a survey which investigated people's response to different approaches to health education campaigns. The main objective of the original study was to find out whether the respondents preferred a fear-inducing campaign or a positive image advertising. Two anti-smoking advertisement produced by the Health Education Board for Scotland (HEBS), one using a fear appeal and the other, using a positive image were examined. A sample of 394 subjects in three age groups took part in the study and they were interviewed by means of a questionnaire. A high proportion in each group, including smokers indicated that they preferred the fear-inducing campaign. To investigate why people prefer this type of image, respondents were asked to explain their reasons. It was found that effective communication requires: (1) reality, (2) clear cut message, (3) simplicity, and (4) thought provoking nature and impact of the message. In addition, with regard to the advertising appeals it was found that both positive image and negative image campaigns could be used to attract attention and consequently communicate with the target population. Finally, the findings of this study in the light of psychosocial theories are discussed, and the Preference Model is proposed as providing a better understanding of the process behind people's preferences.

The ethics of distress: toward a framework for determining the ethical acceptability of distressing health promotion advertising.

Science.gov (United States)

Brown, Stephen L; Whiting, Demian

2014-04-01

Distressing health promotion advertising involves the elicitation of negative emotion to increase the likelihood that health messages will stimulate audience members to adopt healthier behaviors. Irrespective of its effectiveness, distressing advertising risks harming audience members who do not consent to the intervention and are unable to withdraw from it. Further, the use of these approaches may increase the potential for unfairness or stigmatization toward those targeted, or be considered unacceptable by some sections of the public. We acknowledge and discuss these concerns, but, using the public health ethics literature as a guide, argue that distressing advertising can be ethically defensible if conditions of effectiveness, proportionality necessity, least infringement, and public accountability are satisfied. We do not take a broad view as to whether distressing advertising is ethical or unethical, because we see the evidence for both the effectiveness of distressing approaches and their potential to generate iatrogenic effects to be inconclusive. However, we believe it possible to use the current evidence base to make informed estimates of the likely consequences of specific message presentations. Messages can be pre-tested and monitored to identify and deal with potential problems. We discuss how advertisers can approach the problems of deciding on the appropriate intensity of ethical review, and evaluating prospective distressing advertising campaigns against the conditions outlined. © 2013 International Union of Psychological Science.

Cigarette advertising in Mumbai, India: targeting different socioeconomic groups, women, and youth.

Science.gov (United States)

Bansal, R; John, S; Ling, P M

2005-06-01

Despite a recent surge in tobacco advertising and the recent advertising ban (pending enforcement at the time of this study), there are few studies describing current cigarette marketing in India. This study sought to assess cigarette companies' marketing strategies in Mumbai, India. A two week field study was conducted in Mumbai in September 2003, observing, documenting, and collecting cigarette advertising on billboards, storefronts and at point of sale along two major thoroughfares, and performing a content analysis of news, film industry, and women's magazines and three newspapers. Cigarette advertising was ubiquitous in the environment, present in news and in film magazines, but not in women's magazines or the newspapers. The four major advertising campaigns all associated smoking with aspiration; the premium brands targeting the higher socioeconomic status market utilised tangible images of westernization and affluence whereas the "bingo" (low priced) segment advertisements invited smokers to belong to a league of their own and "rise to the taste" using intangible images. Women were not depicted smoking, but were present in cigarette advertisements--for example, a woman almost always accompanied a man in "the man with the smooth edge" Four Square campaign. Advertisements and product placements at low heights and next to candies at point of sale were easily accessible by children. In view of the imminent enforcement of the ban on tobacco advertisements, cigarette companies are increasing advertising for the existing brand images, launching brand extensions, and brand stretching. Cigarette companies have developed sophisticated campaigns targeting men, women, and children in different socioeconomic groups. Many of these strategies circumvent the Indian tobacco advertising ban. Understanding these marketing strategies is critical to minimise the exploitation of loopholes in tobacco control legislation.

The physician's role in suicide prevention: lessons learned from a public awareness campaign.

Science.gov (United States)

Boeke, Melissa; Griffin, Tom; Reidenberg, Daniel J

2011-01-01

The suicide rate in Minnesota has increased every year since 2000, making suicide a serious public health problem. In the spring and summer of 2009, the nonprofit organization Suicide Awareness Voices of Education (SAVE) launched a public awareness campaign targeting four populations at high risk of suicidal behavior and suicide: adult men, seniors, teens, and American Indians. The goals of the campaign were to increase awareness about suicide in general and to let people know how they could help someone who may be at risk. In their evaluation of the campaign, researchers found a need to provide physicians and other health care professionals with appropriate information about suicide and resources that are available for those who may need help.They also learned the importance of engaging physicians in planning future campaigns.

The natural history of antismoking advertising recall: the influence of broadcasting parameters, emotional intensity and executional features.

Science.gov (United States)

Dunlop, Sally M; Perez, Donna; Cotter, Trish

2014-05-01

The necessary first steps for televised media campaign effects are population exposure and recall. To maximise the impact of campaign funding, it is critical to identify modifiable factors that increase the efficiency of an advertisement reaching the target audience and of their recalling that advertisement. Data come from a serial cross-sectional telephone survey with weekly interviews of adult smokers and recent quitters from the state of New South Wales, Australia, collected between April 2005 and December 2010 (total n=13 301). Survey data were merged with commercial TV ratings data (Gross Rating Points (GRPs)) to estimate individuals' exposure to antismoking campaigns. Multivariable logistic regression analyses indicated that GRPs and broadcasting recency were positively associated with advertisement recall, such that advertisements broadcast more at higher levels or in more recent weeks were more likely to be recalled. Advertisements were more likely to be recalled in their launch phase than in following periods. Controlling for broadcasting parameters, advertisements higher in emotional intensity were more likely to be recalled than those low in emotion; and emotionally intense advertisements required fewer GRPs to achieve high levels of recall than lower emotion advertisements. There was some evidence for a diminishing effect of increased GRPs on recall. In order to achieve sufficient levels of population recall of antismoking campaigns, advertisements need to be broadcast at adequate levels in relatively frequent cycles. Advertisements with highly emotional content may offer the most efficient means by which to increase population recall.

Internet Advertising. Google AdWords versus Facebook Ads

OpenAIRE

Paul PAŞCU

2014-01-01

This article describes how to use the applications for Internet advertising, Google AdWords and Facebook Ads. Our attempt is to present the advantages and disadvantages of each of them, the costs and benefits, a useful aspect for companies that plan to start advertising campaigns on the Internet.

A mixed methods evaluation of televised health promotion advertisements targeted at older adults.

Science.gov (United States)

Berry, Tanya R; Spence, John C; Plotnikoff, Ronald C; Bauman, Adrian; McCargar, Linda; Witcher, Chad; Clark, Marianne; Stolp, Sean

2009-08-01

The purpose of this research was to evaluate television advertisements targeted at 55-70-year olds that promoted physical activity and fruit and vegetable consumption. Awareness of the campaign, perceived credibility of the source, intentions to visit a promoted website, and intentions to perform the healthy behaviors were evaluated using mixed methods research. Results from a population level survey (n=1600) showed low unprompted and prompted awareness of the campaign and no differences in intentions or behaviors among those who were aware of the campaign. Unprompted recall resulted in a very wide range of responses including the citation of many commercial advertisers. Qualitative themes that emerged from the focus groups included neutral, positive, and negative comments about the advertisements, source credibility, website considerations specific to seniors, and suggestions about appropriate advertising for older adults. This research showed that the increased attention paid to the advertisements was due in a large part to negative reactions to the character used in the advertisements. Another important finding was the government was not considered to be a credible source of health information. Finally, health promoters should be cautious about websites as the primary source of information, particularly for older adults.

A national mass media smoking cessation campaign: effects by race/ethnicity and education.

Science.gov (United States)

Vallone, Donna M; Niederdeppe, Jeff; Richardson, Amanda Kalaydjian; Patwardhan, Pallavi; Niaura, Raymond; Cullen, Jennifer

2011-01-01

To assess the effectiveness of a large-scale, national smoking cessation media campaign, the EX campaign, across racial/ethnic and educational subgroups. A longitudinal random-digit-dial panel study conducted prior to and 6 months following the national launch of the campaign. The sample was drawn from eight designated media markets in the United States. The baseline survey was conducted on 5616 current smokers, aged 18 to 49 years, and 4067 (73% follow-up response rate) were resurveyed at the 6-month follow-up. The primary independent variable is confirmed awareness of the campaign advertising, and the outcome variables are follow-up cessation-related cognitions index score and quit attempts. Multivariable logistic and linear regression analyses were conducted within racial/ethnic and educational strata to assess the strength of association between confirmed awareness of campaign advertising and cessation-related outcomes. Confirmed awareness of campaign advertising increased favorable cessation-related cognitions among Hispanics and quit attempts among non-Hispanic blacks, and increased favorable cessation-related cognitions and quit attempts among smokers with less than a high school education. These results suggest that the EX campaign may be effective in promoting cessation-related cognitions and behaviors among minority and disadvantaged smokers who experience a disproportionate burden of tobacco-related illness and mortality.

Faking or Convincing: Why Do Some Advertising Campaigns Win Creativity Awards?

OpenAIRE

Raoul V. Kübler; Dennis Proppe

2012-01-01

Since the Sarbanes-Oxley Act was passed in 2002, it has become commonplace in the advertising industry to use creativity-award-show prizes instead of gross income figures to attract new customers. Therefore, achieving a top creativity ranking and winning creativity awards have become high priorities in the advertising industry. Agencies and marketers have always wondered what elements in the advertising creation process would lead to the winning of creativity awards. Although this debate has ...

Student Views about the Public Spot Advertisement Signs in the Context of Lifelong Learning (The Example of Reading Culture Themed Public Spot Advertisement)

Science.gov (United States)

Tanca, H. Altug; Ünal, Fatma

2018-01-01

It's important that the messages and information in the public spot advertisements that is wanted to be conveyed to the individuals to be reached at the desired level and an asymmetric structure existing between the message prepared with a fictional structure and the perception between the message and the receiving party. Because, a decent…

Prediction and Optimal Scheduling of Advertisements in Linear Television

OpenAIRE

Panaggio, Mark J; Fok, Pak-Wing; Bhatt, Ghan S; Burhoe, Simon; Capps, Michael; Edholm, Christina J; Moustaid, Fadoua El; Emerson, Tegan; Estock, Star-Lena; Gold, Nathan; Halabi, Ryan; Houser, Madelyn; Kramer, Peter R; Lee, Hsuan-Wei; Li, Qingxia

2016-01-01

Advertising is a crucial component of marketing and an important way for companies to raise awareness of goods and services in the marketplace. Advertising campaigns are designed to convey a marketing image or message to an audience of potential consumers and television commercials can be an effective way of transmitting these messages to a large audience. In order to meet the requirements for a typical advertising order, television content providers must provide advertisers with a predetermi...

Nike's "Find Your Greatness Campaign" a Discourse Analysis

OpenAIRE

Maržić, Dea

2016-01-01

The purpose of this B.A. thesis is the discourse analysis of Nikes Find Your Greatness advertising campaign, released at the time of the 2012 Olympics in London. The analysis is preceded by a brief overview of important theories, findings and terminology in the fields of discourse analysis, visual analysis, and advertising. Of a total of twenty individual adverts, the first and last released advertisements were chosen as representative of the main approaches and methods used throughout the ca...

Internet Advertising. Google AdWords versus Facebook Ads

Directory of Open Access Journals (Sweden)

Paul PAŞCU

2014-05-01

Full Text Available This article describes how to use the applications for Internet advertising, Google AdWords and Facebook Ads. Our attempt is to present the advantages and disadvantages of each of them, the costs and benefits, a useful aspect for companies that plan to start advertising campaigns on the Internet.

Advertising and prescription drugs: promotion, education, and the public's health.

Science.gov (United States)

Avorn, Jerry

2003-01-01

The data presented by Joel Weissman and colleagues and by Robert Dubois do not justify the conclusions that the effects of pharmaceutical promotion are beneficial. Among consumers of direct-to-consumer advertising (Weissman and colleagues), those heavily influenced by such promotion were no more likely than others were to have new conditions diagnosed or confirmed and were much less likely to have laboratory studies ordered or lifestyle changes recommended. A second study (Dubois) arguing that drug advertising improves the appropriateness of prescribing relies on unconvincing ecological arguments. A greater presence of noncommercial, public health-oriented communication would make a more useful and cost-effective impact on the nation's health.

Going positive: The effects of negative and positive advertising on candidate success and voter turnout

Directory of Open Access Journals (Sweden)

Liam C Malloy

2016-01-01

Full Text Available Given the depth of research on negative advertising in campaigns, scholars have wondered why candidates continue to attack their opponents. We build on this research by considering real-world campaign contexts in which candidates are working in competition with each other and have to react to the decisions of the opposing campaign. Our results suggest that it is never efficacious for candidates to run attack ads, but running positive ads can increase a candidate’s margin of victory. These results are conditioned by two factors: candidates must both stay positive and out-advertise their opponent. Second, the effects of positive advertising are strongest in areas where the candidate is losing or winning by a large margin—areas where they might be tempted to not advertise at all.

45 CFR 618.540 - Advertising.

Science.gov (United States)

2010-10-01

... 45 Public Welfare 3 2010-10-01 2010-10-01 false Advertising. 618.540 Section 618.540 Public Welfare Regulations Relating to Public Welfare (Continued) NATIONAL SCIENCE FOUNDATION NONDISCRIMINATION... Advertising. A recipient shall not in any advertising related to employment indicate preference, limitation...

New Website Social Network Advertising: What Works and What Doesn't

OpenAIRE

Wu, Rui

2014-01-01

Online Advertising on Social networks has become a very hot topic in both academia and industry, but very few studies have been conducted to examine the effectiveness of the advertising through or on social networks. In this paper, we provide an empirical framework to build advertising campaigns from target audience selections, landing page design, incentive design and advertising channel selections by promoting a new website Goodbuylist.com on Facebook to evaluate the advertising effectivene...

Government Advertising: an integrative element. The legal framework in Spain

Directory of Open Access Journals (Sweden)

Dr. Ricardo Vizcaíno-Laorga

2008-01-01

Full Text Available Immigration in Spain has had a special increase last ten years. America is a main origin. The advertising from companies is similar like few years ago, but the context has changed. Advertising from Government is being managed to this new sensibility, but slow and not from a logical strategy. A Law about Government Advertising and Communication has been promulgated and it assure the social and cultural diversity. Integration and acceptance are the objectives of the campaigns from the Government. This research show the data of a pioneer study in which the immigrants are the analyst (not the analyzed and show their feeling. This text describe the campaigns from the Government in which the immigrant appear

How broadcast volume and emotional content affect youth recall of anti-tobacco advertising.

Science.gov (United States)

Biener, Lois; Wakefield, Melanie; Shiner, Cecilia M; Siegel, Michael

2008-07-01

Televised anti-tobacco advertising has been shown to be effective for discouraging smoking initiation; however, purchasing broadcasting time is very costly. This study investigated the relative impact of the broadcast volume (media weight) and the emotional content of an ad as predictors of advertising recall. The data come from a random-digit-dialed survey conducted in 2001 and 2002 of 3863 youth aged 12-17. Media weight was based on commercial TV ratings data. The emotional intensity of advertisements was derived from the ratings made by independent youth judges. Data analyses were conducted between 2005 and 2007. Results indicated that media weight was a significant predictor of recall, but the emotional content of the ad was an even stronger predictor. Also, ads low in emotional intensity required more media weight than those high in emotional intensity to achieve the same amount of increase in recall. This study extends prior research that highlights the importance of emotional intensity for effective anti-tobacco advertising. It also indicates that, relative to unemotional advertisements, emotionally arousing advertisements require fewer broadcasts to achieve the same level of recall, and hence are likely to be less costly to a public health campaign.

The Highway Safety Mass Media Youth Project: A Media Campaign Aimed at Drunk Driving and Seat Belt Use.

Science.gov (United States)

Blosser, Betsy J.; And Others

To address the issues of drunk driving and failure to use car restraints among teens and young adults, a 21-month-long media campaign has been developed especially for the 15- to 24-year-old audience to compare the effectiveness of paid advertisements and public service announcements. A formative research approach to message design will be used to…

45 CFR 2555.540 - Advertising.

Science.gov (United States)

2010-10-01

... 45 Public Welfare 4 2010-10-01 2010-10-01 false Advertising. 2555.540 Section 2555.540 Public Welfare Regulations Relating to Public Welfare (Continued) CORPORATION FOR NATIONAL AND COMMUNITY SERVICE... Advertising. A recipient shall not in any advertising related to employment indicate preference, limitation...

An Analysis of Televised Public Service Advertising. Drug Abuse Information Research Project.

Science.gov (United States)

Hanneman, Gerhard J.; And Others

Government regulations state that broadcasters are obligated to allot program time to matters of public interest, but neither law nor precedent have determined their commitment to present messages on social problems. To determine the amount of public service advertising (PSA) that is broadcast, particularly anti-drug appeals, a content analysis…

Political Campaigns

OpenAIRE

Lilleker, Darren

2017-01-01

Political campaigns are orchestrated attempts by political organizations to garner public support through persuasive communication in order to influence public policy in their favor. This broad definition encapsulates all forms of campaigns from those of neighborhood organizations seeking to influence local politicians to the campaigns of political parties and candidates who seek election to office in order to shape policy themselves. In pluralist democracies, campaigns are crucial for repres...

Campaign Seeks Buy-In for High School Reforms: "Stand Up" Aims to Rouse Public Support

Science.gov (United States)

Robelen, Erik W.

2006-01-01

Kicked off the week of April 10, 2006 with a big plug on "The Oprah Winfrey Show," a new campaign spearheaded by the Bill & Melinda Gates Foundation is aiming to drum up public action to address what its organizers see as a crisis in America's public high schools. The Stand Up campaign comes as high schools have emerged as a focus of public-policy…

On Translating Advertisement Texts%浅析广告用语的翻译

Institute of Scientific and Technical Information of China (English)

李颉

2009-01-01

广告用语的翻译对进出口商品的宣传效果和营销结果意义重大,本文根据广告用语的目的及其主要功能,提出了"功能相似"的翻译原则,并分析了广告用语常用的翻译策略.%The translation of advertisements has a great influence on publicity campaigns and marketing effects of import & export commodities. According to the purposes and functions of advertisement texts, the article ad-vances the translating principle of it, i.e. "similar function", and analyses its usual translsting strategies.

Should You Know How to Do Marketing, Advertising, & Public Relations Writing?

Science.gov (United States)

Sides, Charles H.

1992-01-01

Argues that technical writers who develop broader writing skills prove to be more valuable to their employers during periods of economic downturn. Offers an overview of the basic skills needed to write marketing, advertising, and public relations documents. (PRA)

Increasing fruit and vegetable consumption: success of the Western Australian Go for 2&5 campaign.

Science.gov (United States)

Pollard, Christina M; Miller, Margaret R; Daly, Alison M; Crouchley, Kathy E; O'Donoghue, Kathy J; Lang, Anthea J; Binns, Colin W

2008-03-01

The Western Australian Health Department's Go for 2&5 campaign aimed to increase adults' awareness of the need to eat more fruit and vegetables and encourage increased consumption of one serving over five years. The multi-strategy fruit and vegetable social marketing campaign, conducted from 2002 to 2005, included mass media advertising (television, radio, press and point-of-sale), public relations events, publications, a website (www.gofor2and5.com), and school and community activities. Campaign development and the evaluation framework were designed using health promotion theory, and assessed values, beliefs, knowledge and behaviour. Two independent telephone surveys evaluated the campaign: the Campaign Tracking Survey interviewed 5032 adults monitoring fruit and vegetable attitudes, beliefs and consumption prior to, during and 12 months after the campaign; and the Health & Wellbeing Surveillance System surveyed 17,993 adults between 2001 and 2006, continuously monitoring consumption. Population public health intervention-social marketing campaign in Western Australia, population of 2,010,113 in 2005. Adults in the Perth metropolitan area. The campaign reached the target audience, increasing awareness of the recommended servings of fruit and vegetables. There was a population net increase of 0.8 in the mean number of servings of fruit and vegetables per day over three years (0.2 for fruit (1.6 in 2002 to 1.8 in 2005) and 0.6 for vegetables (2.6 in 2002 to 3.2 in 2005), significant at P < 0.05). Sustained, well-executed social marketing is effective in improving nutrition knowledge, attitudes and consumption behaviour. The Go for 2&5 campaign provides guidance to future nutrition promotion through social marketing.

The Influence of Negative Advertising Frames on Political Cynicism and Politician Accountability.

Science.gov (United States)

Schenck-Hamlin, William J.; Procter, David E.; Rumsey, Deborah J.

2000-01-01

Examines the influence of negative political advertising frames on the thoughts and feelings undergraduate students generate in response to campaign advertising. Finds that participants were more likely to generate cynical comments and hold politicians accountable for the country's ills when reading candidate theme advertisements than ad hoc issue…

Internet advertisements for public sexual encounters among men who have sex with men: are safe behaviors communicated?

Science.gov (United States)

Downing, Martin J

2011-09-01

Public and commercial sex venues typically provide easy access to sexual encounters that are often anonymous and, therefore, may facilitate HIV/STD transmission among those men who attend. Recently, researchers have suggested that men who have sex with men may be using the Internet to search for sexual encounters to occur within sex venues. The current study explored the extent to which men who advertise for public or commercial sexual encounters initially communicate to potential partners their safe-sex intentions. Advertisements for sexual encounters (n = 99) were collected from a publicly accessible website and examined for content related to venue type, sexual behavior, and indications of sexual safety or risk. Word frequencies were calculated to provide a closer investigation of how individuals negotiate safe sex within these communications. The findings revealed that approximately half of the men who advertised for sex in a public or commercial sex venue failed to communicate to potential partners in their initial advertisement a desire to be safe during sexual encounters involving oral and anal practices. Additionally, a small percentage of men advertised specifically for risky encounters (e.g., barebacking). Together, these findings suggest that men do use the Internet to coordinate public sexual encounters, some of which may be unprotected from HIV/STD transmission. Future research should address the process of condom negotiation among men who initially meet their male sex partners on the Internet for subsequent encounters in sex venues.

Cigarette advertising in Mumbai, India: targeting different socioeconomic groups, women, and youth

Science.gov (United States)

Bansal, R; John, S; Ling, P

2005-01-01

Background: Despite a recent surge in tobacco advertising and the recent advertising ban (pending enforcement at the time of this study), there are few studies describing current cigarette marketing in India. This study sought to assess cigarette companies' marketing strategies in Mumbai, India. Methods: A two week field study was conducted in Mumbai in September 2003, observing, documenting, and collecting cigarette advertising on billboards, storefronts and at point of sale along two major thoroughfares, and performing a content analysis of news, film industry, and women's magazines and three newspapers. Results: Cigarette advertising was ubiquitous in the environment, present in news and in film magazines, but not in women's magazines or the newspapers. The four major advertising campaigns all associated smoking with aspiration; the premium brands targeting the higher socioeconomic status market utilised tangible images of westernisation and affluence whereas the "bingo" (low priced) segment advertisements invited smokers to belong to a league of their own and "rise to the taste" using intangible images. Women were not depicted smoking, but were present in cigarette advertisements—for example, a woman almost always accompanied a man in "the man with the smooth edge" Four Square campaign. Advertisements and product placements at low heights and next to candies at point of sale were easily accessible by children. In view of the iminent enforcement of the ban on tobacco advertisements, cigarette companies are increasing advertising for the existing brand images, launching brand extensions, and brand stretching. Conclusion: Cigarette companies have developed sophisticated campaigns targeting men, women, and children in different socioeconomic groups. Many of these strategies circumvent the Indian tobacco advertising ban. Understanding these marketing strategies is critical to mimimise the exploitation of loopholes in tobacco control legislation. PMID:15923471

Lessons for public health campaigns from analysing commercial food marketing success factors: a case study

OpenAIRE

Aschemann-Witzel, Jessica; Perez-Cueto, Federico JA; Niedzwiedzka, Barbara; Verbeke, Wim; Bech-Larsen, Tino

2012-01-01

Abstract Background Commercial food marketing has considerably shaped consumer food choice behaviour. Meanwhile, public health campaigns for healthier eating have had limited impact to date. Social marketing suggests that successful commercial food marketing campaigns can provide useful lessons for public sector activities. The aim of the present study was to empirically identify food marketing success factors that, using the social marketing approach, could help improve public health campaig...

In Pursuit of British Public Support for the Next War

Science.gov (United States)

2011-06-17

armed forces everything they need to do the job. The bottom line from our troops is they don‘t have enough armoured ...a better communications strategy that advertised military success in Afghanistan: ―Public support would not be sustained for a campaign of that

On the effects of advertising on the political behaviour of the individual

OpenAIRE

Kazdanyan S.; Yengoyan P.; Akopyan G.

2017-01-01

The article is devoted to questioning the impact of advertising on the political behavior of the individual. Several methods and technologies used in political advertising to influence the consciousness and behavior of people. The article describes the stages of the creation of political advertising and the elements of campaign strategy and noted components of the structure of political advertising. The authors believe that it is necessary to study advertising for minimizing influence and con...

Emotional response to advertising

Directory of Open Access Journals (Sweden)

Bogdan Anastasiei

2014-11-01

Full Text Available Emotions can transcend cultural, linguistic, demographic, and social boundaries. Emotions affect information processing and create a positive attitude toward the ad, which becomes associated with the brand. Objectives. This study investigates the role of pleasure (P, arousal (A and domination (D emotions in mobile’s photo camera advertisement and how each of them is influencing consumer attitude towards the advertisement and brand. Prior Work. Holbrook and Batra (1987 developed their own emotional scale based on these three dimensions (PAD, showing that these emotions mediate consumer responses to advertising. Approach. A 1*4 factorial experiment design method was adopted in order to measure the impact of independent variables (emotion type on dependent variables (attitude toward ad, attitude toward brand. Results. The results revealed that emotions like Pleasure (loving, friendly, grateful and Arousal (active, interested, excited, entertained influence consumers' attitudes towards brand and advertising. Value. Marketers need to understand the role of pleasure and arousal emotions when making advertising campaign; an effective promotion leads to persuading consumers. The results indicate that marketing practitioners should measure affective responses when testing an advertisement, as long as this action would predict brand attitude.

[Children-orientated tobacco advertising in Germany].

Science.gov (United States)

Pumpe, K

2002-04-01

Since 1990 the percentage of smokers among the 12 to 17-year-olds in Germany has risen from 21 % to about 28 %. Most of them start between the age of 11 and 13. 85 % favour a certain brand by the age of 18. Despite the prohibition of tobacco commercials on radio and TV the cigarette industry has continually increased their budget for advertising aimed more and more at women and children. According to the author's knowledge, this report describes for the first time the strategies most frequently applied in Germany to incite children and teenagers to smoking. The publicity campaigns are not restricted to billboards and the printed press, but use the internet also. Indirect conditioning to a certain brand by music videos, movies and merchandising of attractive clothes and trips as well as the sponsoring of special music and sports events are also shown.The report analyses and evaluates examples of messages in printed advertisements aimed at children. With psychological skill interest in smoking is created with teenagers and a conditioning for smoking in certain situations is promoted.

"Get smart Colorado": impact of a mass media campaign to improve community antibiotic use.

Science.gov (United States)

Gonzales, Ralph; Corbett, Kitty K; Wong, Shale; Glazner, Judith E; Deas, Ann; Leeman-Castillo, Bonnie; Maselli, Judith H; Sebert-Kuhlmann, Ann; Wigton, Robert S; Flores, Estevan; Kafadar, Karen

2008-06-01

Large-scale strategies are needed to reduce overuse of antibiotics in US communities. To evaluate the impact of a mass media campaign-"Get Smart Colorado"-on public exposure to campaign, antibiotic use, and office visit rates. Nonrandomized controlled trial. Two metropolitan communities in Colorado, United States. The general public, managed care enrollees, and physicians residing in the mass media (2.2 million persons) and comparison (0.53 million persons) communities. : The campaign consisting of paid outdoor advertising, earned media and physician advocacy ran between November 2002 and February 2003. Antibiotics dispensed per 1000 persons or managed care enrollees, and the proportion of office visits receiving antibiotics measured during 10 to 12 months before and after the campaign. After the mass media campaign, there was a 3.8% net decrease in retail pharmacy antibiotic dispenses per 1000 persons (P = 0.30) and an 8.8% net decrease in managed care-associated antibiotic dispenses per 1000 members (P = 0.03) in the mass media community. Most of the decline occurred among pediatric members, and corresponded with a decline in pediatric office visit rates. There was no change in the office visit prescription rates among pediatric or adult managed care members, nor in visit rates for complications of acute respiratory tract infections. A low-cost mass media campaign was associated with a reduction in antibiotic use in the community, and seems to be mediated through decreases in office visits rates among children. The campaign seems to be cost-saving.

Measuring the cost and effect of current community consultation and public disclosure techniques in emergency care research.

Science.gov (United States)

Matchett, Gerald; Ryan, Timothy J; Sunna, Mary C; Lee, Simon C; Pepe, Paul E

2018-04-30

U.S. federal regulations for research involving exception from informed consent (EFIC) include stipulations for community consultation (CC) and public disclosure (PD) (FDA 21 CFR 50.24). Published descriptions of PD campaigns include letters to community leaders, media outreach, paid advertising, and community meetings. Whether or not these activities provide measurable impact is unknown, as few prior works have evaluated PD activities with probabilistic polling. The aim of this study is to use polling to assess how much public awareness PD efforts generate. A 3-month PD campaign similar in scope and scale to PD campaigns described in several recent publications was implemented across a large urban county (pop. 2.55 million). PD included a study website (www.evktrial.org), letters to 300 community leaders/organizations, bilingual media outreach and also phased roll-outs, weeks apart, of newspaper advertisements, mass e-mail messaging, and paid advertising in Facebook ® and Twitter ® augmented by volunteer social media outreach. During PD we used repeated zip code-targeted online polling via Google Consumer Surveys ® to assess community awareness of the proposed EFIC study. Over 3-months all-source exposures to >1 million individuals were estimated, generating ∼5,000 website visits (12-month cumulative, ∼9000). However, general community awareness evaluated through repeated county-wide polling never rose above baseline measurements. CC/PD campaign costs were estimated at $60,000 (USD). A PD campaign in scope and scale common for EFIC studies may not provide measurable impact in a community. Investigators, review boards and regulators could consider these findings when re-examining and/or creating policies for PD for EFIC studies. Copyright © 2018 Elsevier B.V. All rights reserved.

Public Information or Advertising?

DEFF Research Database (Denmark)

Lorenzen, Helle; Nielsen, Charlotte Marie Bisgaard

2006-01-01

"I don't think that the campaign concept works. It is not possible to conceive of a real-life situation with so many non-specific recipients. That is fiction. Campaigns are not as great as the communication agencies think they can make them. But there's a lot of money in them. There's no money in...

REMARKS ABOUT ONLINE ADVERTISING - A QUALITATIVE RESEARCH AMONG ROMANIAN PROFESSIONALS

OpenAIRE

Acatrinei Carmen

2015-01-01

In the online environment, the users have more control regarding what they want to see and this affects the advertising they are exposed to (due to the profiles created by the websites they have visited). Organizations can personalize the advertising campaigns designed at a higher level, to better meet the needs of the consumers. This paper offers an in-depth view about online advertising from 12 Romanian experts, who represent companies or digital advertising agencies and who employ this too...

Come and see: Opening eyes, minds and dialogue. Taking stock in the fourth year of Swiss NPP advertising

International Nuclear Information System (INIS)

Hahlen, Peter

1999-01-01

It is now clear that the 'come and see' concept underlying the Swiss NPPs TV advertising campaign, which started in 1995/96, really does work - even over a period of several years. This is not a trivial finding: other, recent, TV and print ad campaigns with more far-reaching nuclear messages (relating to waste management issues) provoked noisy and hostile political reactions. The concept of an extensively regionalised testimonial print ad campaign running 'under the roof' of the national TV campaign works very well. However, it must be stressed that detailed knowledge of social, political and media related situations in the regions addressed is of paramount importance, and approaches have to be carefully adapted to these geographically widely varying conditions. The invitation to dialogue, with its natural openness, is well received by the public and by opinion leaders, in particular by journalists - something which is observed every time the campaign starts in a new region. The aim of the programme, namely to give the Swiss NPPs 'a voice of their own', has been attained, despite a rather moderate budget. The fact that the Swiss NPPs speak out on their own, without reference to their superiors in the economic hierarchy is accepted and even well received by both the media and the public. The principle of devoting at least half the budget to the direct costs of 'placing' TV ads - in order to attain recognition in the face of the prevailing flood of information - has been proved to be the right one. Professional advertising efficiency controls carried out every year since the start of the campaign have confirmed that the NNP TV ads have been 'noticed' by a reasonably high percentage of the public, compared to other TV ads shown at the same time. The budget of 2 million Swiss francs (roughly US$ 27 million) per year, corresponding to almost 1 US dollar per private household or less than half a dollar per capita of the Swiss population, was very tight. The aim of the

Effects of anti-smoking advertising on youth smoking: a review.

Science.gov (United States)

Wakefield, Melanie; Flay, Brian; Nichter, Mark; Giovino, Gary

2003-01-01

This paper reviews empirical studies, encompassing community trials and field experiments, and evaluates government-funded anti-smoking campaigns, ecologic studies of population impact of anti-smoking advertising, and qualitative studies that have examined the effects of anti-smoking advertising on teenagers. We conclude that anti-smoking advertising appears to have more reliable positive effects on those in pre-adolescence or early adolescence by preventing commencement of smoking. It is unclear whether this is due to developmental differences, or is a reflection of smoking experience, or a combination of the two. In addition, it is evident that social group interactions, through family, peer and cultural contexts, can play an important role in reinforcing, denying, or neutralizing potential effects of anti-smoking advertising. Although there is some research to suggest that advertising genres that graphically depict the health effects of smoking, emphasize social norms against smoking, and portray the tobacco industry as manipulative can positively influence teenagers, these findings are far from consistent. Finally, the effects of anti-smoking advertising on youth smoking can be enhanced by the use of other tobacco control strategies, and may be dampened by tobacco advertising and marketing. Overall, the findings of this review indicate that there is no single "recipe" for anti-smoking advertising that leads to reductions in youth smoking. Anti-smoking advertising can influence youth smoking, but whether it does in the context of individual anti-smoking campaigns needs to be the subject of careful evaluation.

Sex in advertising research: a review of content, effects, and functions of sexual information in consumer advertising.

Science.gov (United States)

Reichert, Tom

2002-01-01

This article is a review of academic research on the content and effects of sexual information in advertising (i.e., sex in advertising). In addition to covering common types of sexual content analyzed in research, inquiry on processing and emotional response effects is reviewed. Several areas for continued research are identified, especially with regard to advertisers' use of sexual outcomes as reasons for using brands and the ability of sexual information to influence brand perceptions. This review has applicability to advertising and marketing research and practice, as well as to any area that employs sexual information for persuasive purposes (e.g., safer-sex social marketing campaigns). In addition, it is hoped that sex researchers will recognize and elaborate on the role of sexual response identified in this research to further inform advertising theory and effects research.

How effective is the revised regulatory code for alcohol advertising in Australia?

Science.gov (United States)

Jones, Sandra C; Hall, Danika; Munro, Geoffrey

2008-01-01

Australia, like several other countries, has a self-regulatory approach to advertising. However, in recent years the effectiveness of the regulatory system has been questioned, and there have been increasing public calls for an overhaul of the system. Following a formal review in 2003, the Ministerial Council on Drug Strategy proposed a revised Alcoholic Beverages Advertising Code (ABAC), which came into operation in 2004. The purpose of the present study was to examine the effectiveness of this revised system. From May 2004 until March 2005 television and magazine advertising campaigns were monitored for alcohol products. Over this period 14 complaints against alcohol advertisements were lodged with the self-regulatory board, and the authors recruited an independent expert panel to assess the advertisements and complaints. In eight of the 14 cases a majority of the judges perceived the advertisement to be in breach of the code, and in no cases did a majority perceive no breach. Conversely, however, none of the complaints were upheld by the Advertising Standards Board (ASB) and only one by the ABAC Panel. The results of this study suggest that the decisions made by the ASB in relation to complaints against alcohol advertisements are not in harmony with the judgement of independent experts, and that the ASB may not be performing an adequate job of representing community standards or protecting the community from offensive or inappropriate advertisements. Further, it appears that the revisions to the ABAC code, and associated processes, have not reduced the problems associated with alcohol advertising in Australia.

Advertising practice in Nigeria: Development, new trends ...

African Journals Online (AJOL)

Advertising practice in Nigeria: Development, new trends, challenges and prospects. ... include the practice of Integrated Marketing Communications (IMC); which is ... promotions, events marketing, etc, in carrying out a promotional campaign.

Images of Famous People in Political Advertising: Youth Perceptions and Position

Directory of Open Access Journals (Sweden)

Liubov I. Ryumshina

2013-01-01

Full Text Available The article touches upon the issues of youth awareness about the recent political events and its attitude to the political advertising, examines youth perception and position in respect of famous people, as well as candidates participation in political advertising on the example of the last presidential campaign. The study describes the most attractive elements of the political advertising for youth

Can public confidence and acceptance be won by advertising? Is such an approach defensible?

International Nuclear Information System (INIS)

Dionne-Marsolais, Rita

1989-01-01

In Canada, three objectives are identified that must be met in order to improve the climate of public opinion in favor of nuclear energy. They are: to establish credibility and trust in the industry; to establish acceptance and confidence in products and, increase the level of public support for the nuclear industry. A specific target group was also identified: men and women leaders of opinion in and 18 years old. A lot of research was conducted that led to establishing of four major strategies which could help achieving general objective over a time of 3 years: to open an on-going dialogue with the Canadian public; to introduce and familiarize the Canadian public with specific applications of nuclear energy; to present specific facts about nuclear energy; to monitor the results. Advertising is only one of the tools of this program. In all advertising efforts one should ensure that the public understands that this is the process of information not advocacy. This is considered as extremely important. It is believed that public confidence and acceptance can be won by advertising. Because of the actual Energy Dependency of Canada, ranking second in the world in electricity consumption per capita, and because Canada can no longer, rely on traditional great degree on damming large rivers to produce electricity, it is the duty of nuclear industry to provide information to the Canadian public in order for them to know all the facts when they are asked to choose between different forms of energy to produce electricity

Can public confidence and acceptance be won by advertising? Is such an approach defensible?

Energy Technology Data Exchange (ETDEWEB)

Dionne-Marsolais, Rita [Department of Information, Canadian Nuclear Association (Canada)

1989-07-01

In Canada, three objectives are identified that must be met in order to improve the climate of public opinion in favor of nuclear energy. They are: to establish credibility and trust in the industry; to establish acceptance and confidence in products and, increase the level of public support for the nuclear industry. A specific target group was also identified: men and women leaders of opinion in and 18 years old. A lot of research was conducted that led to establishing of four major strategies which could help achieving general objective over a time of 3 years: to open an on-going dialogue with the Canadian public; to introduce and familiarize the Canadian public with specific applications of nuclear energy; to present specific facts about nuclear energy; to monitor the results. Advertising is only one of the tools of this program. In all advertising efforts one should ensure that the public understands that this is the process of information not advocacy. This is considered as extremely important. It is believed that public confidence and acceptance can be won by advertising. Because of the actual Energy Dependency of Canada, ranking second in the world in electricity consumption per capita, and because Canada can no longer, rely on traditional great degree on damming large rivers to produce electricity, it is the duty of nuclear industry to provide information to the Canadian public in order for them to know all the facts when they are asked to choose between different forms of energy to produce electricity.

Initiative EnergieEffizienz : An information campaign on energy efficiency for private households

International Nuclear Information System (INIS)

Agricola, Annegret-Cl.; Ahrens, Wiebke

2005-01-01

Unnecessary energy consumption can be avoided easily by making intelligent decisions when buying and using household equipment and hence cut the electricity bill and reduce carbon dioxide emissions. This is the key message imparted by the information campaign on energy efficiency for private households. The campaign addresses three main topics: the reduction or avoidance of stand by energy consumption of consumer electronics and IT-equipment, energy efficient high quality lighting and energy efficiency in the white goods sector. Consumers are addressed via a broad range of communication measures highlighting the efficiency issue. These instruments include advertisement in nationwide print media, regular press releases, public relations activities etc. Special information material are made for young people as well as for the Turkish minority in Germany. The main strategy of the campaign is to co-operate with retailers: consumers are to gain information on energy efficiency at the point of sale where domestic appliances and lighting equipment are sold. The campaign offers information for the point of sale including brochures for customers as well as for sales assistants. By December 2004 approximately 7,200 points of sale all over in Germany were equipped with the campaign's information. The German national energy agency (dena) runs the information campaign in co-operation with the German associations of power suppliers, the German foundation for environmental protection and the Federal Ministry of Economy and Labour. The campaign started in 2002. Its aims are to arise consumers' awareness, to inform consumers on energy efficient appliances and give motivation when buying and using them. Through these aims the campaign should contribute to reduce carbon dioxide emissions in the private sector In order to measure the campaign's impact a quantitative analysis is carried out. First results show a change in public's awareness and attitude towards energy efficiency

Reducing Outdoor Advertising

Directory of Open Access Journals (Sweden)

Patrice de Rendinger

2006-05-01

Full Text Available The fundamental concept is that public space is not a private property. So, a facade (the outer skin, the last millimeter belongs to the town, not to the owner of the building. Changing the rendering, a window, adding or removing anything from a facade requires a permission delivered by the town's authority.In places like Paris, Bordeaux, Marseilles, Lyon, Strasbourg… everywhere one can find a registrated building such as a cathedral, a castle, or a group of ancient buildings, a national administration is controlling this permission. This administration is called «historical monuments administration» and is locally lead by a specialized architect.In the late seventies, French government decided to reduce advertising on the roads and on the city walls. Advertising on the road was leading to a confusion reducing the efficacy of the roadsigns and direction signs, which is dangerous. The reduction was under control of a national administration: the ministry of equipment in charge of the roads design. Advertising on the walls with publicity boards was under control of the cities. Every city has a townplanning regulation. Many cities included forbidding advertisement boards on the walls in this regulation.A couple of firms, but mainly once (Decaux found clever to give a hand to the cities to control advertising. Decaux developed a line of bus stop shelters including advertisements and advertising panels and paid the cities the right to put rather smaller publicities on the public domain.Now Decaux is no more alone on this market and the cities are comparing offers.Marseille turned to a foreign advertising firm who pays three times the price Decaux paid… for half of the advertising surface. Freiburg erased totally the public domain advertisements, selling the tramways and bus coachwork as advertising spaces. Paris is reopening the advertising market before the end of Deacaux's contract and will pay Deacaux a huge amount

Public relations campaign in siting of nuclear power plants in Nigeria

International Nuclear Information System (INIS)

Angulu, H.A.

2008-01-01

Having understood the issues at stake and the need for public support, there is need to create public relations campaign to raise awareness of citing nuclear power plants and stimulate the much needed public support for the introduction of nuclear power into the energy mix. This calls for ally with the Federal Ministry of Information and Communications charged with development of necessary communication strategies for publicizing, educating and informing the people on policies, actions and programmes of Government

Compliance of disease awareness campaigns in printed Dutch media with national and international regulatory guidelines.

Directory of Open Access Journals (Sweden)

Teresa Leonardo Alves

Full Text Available BACKGROUND: The European legislation prohibits prescription-only medicines' advertising but allows pharmaceutical companies to provide information to the public on health and diseases, provided there is no direct or indirect reference to a pharmaceutical product. Various forms of promotion have become increasingly common in Europe including "disease-oriented" campaigns. OBJECTIVES: To explore examples of disease awareness campaigns by pharmaceutical companies in the Netherlands, by assessing their compliance with the World Health Organization (WHO Ethical Criteria for medicinal drug promotion and the Dutch guidelines for provision of information by pharmaceutical companies. METHODS: Materials referring to health/disease and treatments published in the most widely circulated newspapers and magazines were collected from March to May 2012. An evaluation tool was developed based on relevant underlying principles from the WHO ethical criteria and Dutch self-regulation guidelines. Collected disease awareness advertisements were used to pilot the evaluation tool and to explore the consistency of information provided with the WHO and Dutch criteria. FINDINGS: Eighty materials met our inclusion criteria; 71 were published in newspapers and 9 in magazines. The large majority were news items but 21 were disease awareness advertisements, of which 5 were duplicates. Fifteen out of the 16 disease awareness campaigns were non-compliant with current guidelines mainly due to lack of balance (n = 12, absence of listed author and/or sponsor (n = 8, use of misleading or incomplete information (n = 5 and use of promotional information (n = 5. None mentioned a pharmaceutical product directly. CONCLUSION: Disease Awareness Campaigns are present in Dutch printed media. Although no brand names were mentioned, the lack of compliance of disease awareness campaigns with the current regulations is alarming. There were information deficiencies and evidence of information

Farmers sun exposure, skin protection and public health campaigns: An Australian perspective.

Science.gov (United States)

Smit-Kroner, Christel; Brumby, Susan

2015-01-01

Non-melanoma skin cancer is a common and costly cancer in agricultural populations. Prevention and early detection are an effective way to decrease the burden of disease and associated costs. To examine sun exposure and skin protection practices in agricultural workers and farmers a thematic review of the literature between 1983 and 2014 was undertaken. Comparison between studies was complicated by differences in study design, definitions of skin protection, and analytic methods used. Farmers are the most exposed to harmful ultraviolet (UV) radiation of all outdoor workers and the level of reported skin protection by farmers is suboptimal. Years of public health campaigns have failed to adequately address farmers' specific needs. Increased rates of skin cancer and subsequent higher costs are expected. Estimates of sun exposure and skin protection practice indicate that protective clothing is the most promising avenue to improve on farmers' skin protection. Early detection needs to be part of public health campaigns. This review explores the quantitative data about Australian farmers and their skin protective behaviours. We investigate what the documented measurable effect of the public health campaign Slip!Slop!Slap! has had on agricultural workers and farmers and make recommendations for future focus.

Metrics, Media and Advertisers: Discussing Relationship

Directory of Open Access Journals (Sweden)

Marco Aurelio de Souza Rodrigues

2014-11-01

Full Text Available This study investigates how Brazilian advertisers are adapting to new media and its attention metrics. In-depth interviews were conducted with advertisers in 2009 and 2011. In 2009, new media and its metrics were celebrated as innovations that would increase advertising campaigns overall efficiency. In 2011, this perception has changed: New media’s profusion of metrics, once seen as an advantage, started to compromise its ease of use and adoption. Among its findings, this study argues that there is an opportunity for media groups willing to shift from a product-focused strategy towards a customer-centric one, through the creation of new, simple and integrative metrics. 

Advertising media selection and planning

NARCIS (Netherlands)

Moorman, M.; Neijens, P.C.; Smit, E.G.; Belch, M.A.; Belch, G.E.

2010-01-01

Reach, frequency, and timing are key concepts in selecting TV, radio, newspapers, magazines, out-of-home, direct mail, Internet, and other media for advertising campaigns. We discuss these concepts and their role in media selection and media planning processes. We also describe media and audience

A content analysis of Camel Snus advertisements in print media.

Science.gov (United States)

Timberlake, David S; Pechmann, Cornelia; Tran, Sarah Y; Au, Vanessa

2011-06-01

Researchers have questioned whether the R.J. Reynolds Tobacco Company is marketing Camel Snus as a product for nontobacco users, smokeless-tobacco users, or cigarette smokers. The objective of this study was to examine advertisements of Camel Snus in print media to determine the most likely audience of intent. A content analysis was conducted among Camel Snus advertisements printed in newspaper and consumer magazines between July 2007 and August 2010. The advertisements (n = 83 distinct; N = 458 total) were identified from a comprehensive search of a proprietary database maintained by TNS Media Intelligence. Results indicated that all advertisements, published between July 2007 and September 2009, were intended to promote a tobacco product for cigarette smokers. A shift in marketing strategy occurred from October 2009 to the present time with publication of the "Break Free" magazine advertisements, characterized by an ambiguous message that could conceivably appeal to any group, including nontobacco users (e.g., adolescents), smokeless-tobacco users, and/or cigarette smokers. However, an examination of the consumer magazines advertising Camel Snus indicated a demographically diverse readership in terms of gender, age, and education, suggesting that the advertisements are less likely to be intended for smokeless-tobacco users. These findings validate other reports and editorials, suggesting that Camel Snus was being marketed as a product for smokers at the time of the product's national debut. The recent shift to the "Break Free" marketing campaign may reflect an attempt to enhance the image of the Camel brand in order to attract a broader spectrum of consumers.

A marketing campaign to promote screening for oral cancer.

Science.gov (United States)

Ismail, Amid I; Jedele, Jenefer M; Lim, Sungwoo; Tellez, Marisol

2012-09-01

Organizers of the Detroit Oral Cancer Prevention Project at the University of Michigan, Ann Arbor, launched a multifaceted media campaign targeted toward a high-risk population to raise awareness about oral cancer, educate the public regarding the importance of early detection and increase screening rates. The authors present data about the effectiveness of the campaign with regard to the screening behaviors of medical and dental providers. Before the start of the campaign and during each of the three years of the campaign, the authors mailed surveys to random samples of physicians and dentists practicing in targeted and non-targeted areas. More dentists than physicians reported screening patients routinely, and dentists reported that they referred more patients for biopsy or further evaluation compared with physicians. A larger proportion of dentists and physicians in the targeted area than in the nontargeted area reported that their patients had seen or heard the advertisements. A larger proportion of dentists in the targeted area than in the nontargeted area reported an increase in patients' questions and requests for screening, even after the authors accounted for demographic characteristics (adjusted odds ratio = 2.47). The survey findings show that the media campaign was effective in influencing providers' screening for signs and symptoms of oral cancer. An increase in patients' requests for screening as a result of the implementation of mass media campaigns may promote oral cancer screening and improve patients' chances of survival.

43 CFR 41.540 - Advertising.

Science.gov (United States)

2010-10-01

... 43 Public Lands: Interior 1 2010-10-01 2010-10-01 false Advertising. 41.540 Section 41.540 Public... in Employment in Education Programs or Activities Prohibited § 41.540 Advertising. A recipient shall not in any advertising related to employment indicate preference, limitation, specification, or...

45 CFR 86.59 - Advertising.

Science.gov (United States)

2010-10-01

... 45 Public Welfare 1 2010-10-01 2010-10-01 false Advertising. 86.59 Section 86.59 Public Welfare... in Employment in Education Programs or Activities Prohibited § 86.59 Advertising. A recipient shall not in any advertising related to employment indicate preference, limitation, specification, or...

36 CFR 1211.540 - Advertising.

Science.gov (United States)

2010-07-01

... 36 Parks, Forests, and Public Property 3 2010-07-01 2010-07-01 false Advertising. 1211.540 Section 1211.540 Parks, Forests, and Public Property NATIONAL ARCHIVES AND RECORDS ADMINISTRATION GENERAL RULES... Advertising. A recipient shall not in any advertising related to employment indicate preference, limitation...

The potential of shame as a message appeal in antismoking television advertisements.

Science.gov (United States)

Amonini, Claudia; Pettigrew, Simone; Clayforth, Cassandra

2015-09-01

As smoking is increasingly de-normalised, different messages may become more appropriate for use in tobacco control advertisements to reflect the changing social environment. To date, more commonly used messages have included fear appeals relating to physical health and guilt appeals focusing on the effects of smoking on loved ones. This study investigated the relative effectiveness of varying advertising appeals to promote smoking cessation. The study was conducted in Australia, where only 12% of the population smokes and legislation restricts smoking in many public places. The aim was to provide insight into ways to motivate the small segment of existing smokers to consider quitting. Across a qualitative phase and an ad testing phase, shame was found to be highly salient to current smokers and those who had quit recently. On the basis of these results, a television advertisement featuring a shame appeal was developed and broadcast. The ad featured various scenarios of individuals hiding their smoking from others. The campaign was evaluated using the measures of awareness, believability, perceived relevance and smoking behaviours. The shame appeal television advertisement was found to resonate with smokers and encourage quitting/reducing behaviours. Around 4 in 5 (78%) smokers surveyed recalled seeing the ad, almost all of whom could nominate at least one correct take-out message (94%). Around three-quarters (72%) found the ad to be personally relevant and half (53%) reported that they had successfully quit, attempted to quit or cut down the number of cigarettes they smoked since the start of the campaign. The use of shame appeals may be an effective method of motivating smokers to quit in an environment where they are members of a small minority and supportive legislation exists to discourage smoking in public places. Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to http://group.bmj.com/group/rights-licensing/permissions.

Community stakeholder responses to advocacy advertising

Energy Technology Data Exchange (ETDEWEB)

Miller, B.; Sinclair, J. [Elon University, Elon, NC (United States). School Community

2009-07-01

Focus group research was used to examine how community stakeholders, a group with local industry experience, responded to coal industry advocacy messages. The stakeholders expressed beliefs about both the advertiser and the coal industry, and while their knowledge led to critical consideration of the industry campaign, they also expressed a desire to identify with positive messages about their community. Applying a postpositivist research perspective, a new model is introduced to integrate these beliefs in terms of advertiser trust and industry accountability under the existing theoretical framework of persuasion knowledge. Agent and topic knowledge are combined in this model based on responses to the industry advocacy campaign. In doing so, this study integrates a priori theory within a new context, extending the current theoretical framework to include an understanding of how community stakeholders - a common target for marketplace advocacy - interpret industry messages.

Media multitasking and the effectiveness of combining online and radio advertising

NARCIS (Netherlands)

Voorveld, H.A.M.

2011-01-01

Research on the effectiveness of cross-media campaigns has shown that combining online advertising with advertising in offline media can result in more positive consumer responses than using only one medium. However, when using computers, people increasingly engage in more than one media activity at

What do children observe and learn from televised sports betting advertisements? A qualitative study among Australian children.

Science.gov (United States)

Pitt, Hannah; Thomas, Samantha L; Bestman, Amy; Daube, Mike; Derevensky, Jeffrey

2017-12-01

To explore children's awareness of sports betting advertising and how this advertising may influence children's attitudes, product knowledge and desire to try sports betting. Semi-structured qualitative interviews were conducted with 48 children (8-16 years) from Melbourne, Victoria. The interview schedule explored children's recall and interpretations of sports betting advertising, strategies within advertisements that may appeal to children, children's product knowledge and understanding of betting terminology, and factors that may encourage gambling. Interviews were transcribed and thematic analysis was conducted. Children recalled in detail sports betting advertisements that they had seen, with humour the most engaging appeal strategy. They were also able to describe other specific appeal strategies and link these strategies to betting brands. Many children described how advertisements demonstrated how someone would place a bet, with some children recalling the detailed technical language associated with betting. Children had detailed recall of sports betting advertisements and an extensive knowledge of sports betting products and terminology. Implications for public health: To protect children from the potential harms associated with sports betting, governments should consider changing regulations and implementing evidence-based education campaigns to counter the positive messages children receive from the sports betting industry. © 2017 The Authors.

Evaluation of the effect of the Power of One campaign on natural gas consumption

International Nuclear Information System (INIS)

Diffney, Seán; Lyons, Seán; Malaguzzi Valeri, Laura

2013-01-01

In this paper we study an advertising campaign launched by the Irish government to induce more energy-efficient behaviour and we assess its effect on residential natural gas consumption. We first analyse changes in the daily consumption of natural gas and find that advertising leaflets had a significant, but short-lived, effect on natural gas consumption. We find no persistent effect of the campaign. We then study three surveys administered to 1000 consumers prior to and during the campaign. This repeated cross-section allows us to determine that the efficiency campaign has increased awareness of behaviours that curb natural gas consumption. However we do not find any significant effect of the campaign on self-reported natural gas-saving behaviour. -- Highlights: •We assess the effect of the Irish Power of One campaign on natural gas consumption. •We analyse consumption (and awareness of behaviours) before and after the campaign launch. •There is an effect on consumers' awareness of how to reduce consumption. •We find a short-run effect of the first year of the campaign, but no long run effect

Controlled cohort evaluation of the LiveLighter mass media campaign's impact on adults' reported consumption of sugar-sweetened beverages.

Science.gov (United States)

Morley, Belinda C; Niven, Philippa H; Dixon, Helen G; Swanson, Maurice G; McAleese, Alison B; Wakefield, Melanie A

2018-04-25

To evaluate the LiveLighter 'Sugary Drinks' campaign impact on awareness, knowledge and sugar-sweetened beverage (SSB) consumption. Cohort study with population surveys undertaken in intervention and comparison states at baseline (n=900 each), with 78% retention at follow-up (intervention: n=673; comparison: n=730). Analyses tested interactions by state (intervention, comparison) and time (baseline, follow-up). Adults aged 25-49 years residing in the Australian states of Victoria and South Australia. The 6-week mass media campaign ran in Victoria in October/November 2015. It focused on the contribution of SSBs to the development of visceral 'toxic fat', graphically depicted around vital organs, and ultimately serious disease. Paid television advertising was complemented by radio, cinema, online and social media advertising, and stakeholder and community engagement. Self-reported consumption of SSBs, artificially sweetened drinks and water. Campaign recall and recognition; knowledge of the health effects of overweight and SSB consumption; perceived impact of SSB consumption on body weight and of reduced consumption on health. A significant reduction in frequent SSB consumption was observed in the intervention state (intervention: 31% compared with 22%, comparison: 30% compared with 29%; interaction pinteraction p=0.09) among overweight/obese SSB consumers. This group also showed increased knowledge of the health effects of SSB consumption (intervention: 60% compared with 71%, comparison: 63% compared with 59%; interaction pinteraction p=0.06). The findings provide evidence of reduced SSB consumption among adults in the target age range following the LiveLighter campaign. This is notable in a context where public health campaigns occur against a backdrop of heavy commercial product advertising promoting increased SSB consumption. © Article author(s) (or their employer(s) unless otherwise stated in the text of the article) 2018. All rights reserved. No commercial

The Impact of Public Health Awareness Campaigns on the Awareness and Quality of Palliative Care.

Science.gov (United States)

Seymour, Jane

2018-01-01

The right to health includes a right of access to good quality palliative care, but inequalities persist. Raising awareness is a key plank of the public health approach to palliative care, but involves consideration of subjects most of us prefer not to address. This review addresses the question: "do public health awareness campaigns effectively improve the awareness and quality of palliative care"? The evidence shows that public awareness campaigns can improve awareness of palliative care and probably improve quality of care, but there is a lack of evidence about the latter. Rapid review and synthesis. A comprehensive public awareness campaign about palliative care (including advance care planning and end-of-life decision making) should be based on clear and shared terminology, use well piloted materials, and the full range of mass media to suit different ages, cultures, and religious/spiritual perspectives. Arts and humanities have a role to play in allowing individuals and communities to express experiences of illness, death, and grief and encourage conversation and thoughtful reflection. There is evidence about key factors for success: targeting, networking, and use of specific, measurable, achievable, realistic time-bound objectives; continuous evaluation; and complementarity to national and international policy. Campaigns should be located within the framework of public health promotion and the synergy between short national mass media campaigns and longer term local community action initiatives carefully considered. National and local projects to raise awareness should identify and address any barriers at the level of individuals, communities, and systems of care, for example, literacy skills and unequal access to resources.

Effectively selling astronomy to the public -- fusing lessons learned from education, entertainment, advertising and public relations

Science.gov (United States)

Pallone, Arthur; Day, Jacque

2010-03-01

A great celestial story is only as effective as the teller of the tale. With passion and knowledge at the helm, we must search for ways to pass on enthusiasm to others while conveying sound science. Based on our experiences, we present an integrated approach -- one that borrows elements from education, entertainment, advertising, and public relations -- to choose an event, hook and keep the public's attention while making them want more, and provide some tips for increasing media presence.

负面竞选广告研究综述%A Review of Researches on Negative Campaign Advertising

Institute of Scientific and Technical Information of China (English)

黄合水; 莫莉

2012-01-01

本文梳理归纳了负面竞选广告相关研究的切入角度和结论，总结存在的分歧，指明未来研究的方向。综述发现，负面竞选广告研究大都基于西方文化背景和传统媒体，广告的使用受到候选人在任与否、民意支持度、所属政党、竞选阶段和文化的影响；广告发挥了候选人所预期的效果，但也可能产生反弹效果。此外，负面竞选广告对政治参与是促进还是抑制作用，已有研究结果尚存分歧。%This study tries to fill the blank and provide foundation on Taiwan political election and ecology, summarizing divergences and making suggestion for future research. Results show that prior studies were mostly based on traditional media in western culture. The use of negative advertising is influenced by whether a candidate is incumbent, candidate＇s supports reflected by polls, the party candidate belongs to, stages of campaign and culture. Negative advertising may work as the candidate expects, and may evoke rebound effects as well. Researchers do not reach an agreement on whether negative advertising mobilize or demobilize voters.

Negative Advertisements and Voter Turnout: The Evidence from Mexico

Directory of Open Access Journals (Sweden)

Víctor A. Hernández-Huerta

2017-10-01

Full Text Available Despite abundant research in the field of negative campaigns, there is still inconclusive evidence about their effects on voter turnout. Additionally, the extant literature has focused mostly on the United States and more research is needed to understand the effects of negative campaigns in other contexts. In 2007, Mexican political parties amended the Constitution and banned the use of negative advertisements as a measure to avoid a “further damage to electoral participation,” despite arguments that this measure might impair freedom of speech. In this article, I hypothesize that the effects of negative advertisements on turnout are negligible in the Mexican case because it can be characterized as a fairly institutionalized multiparty system. Using a post-electoral survey of the 2006 presidential election in Mexico, I find that negative advertisements do not seem to have had an impact on turnout.

Public health campaigns and obesity - a critique

Directory of Open Access Journals (Sweden)

Proietto Joseph

2011-02-01

Full Text Available Abstract Background Controlling obesity has become one of the highest priorities for public health practitioners in developed countries. In the absence of safe, effective and widely accessible high-risk approaches (e.g. drugs and surgery attention has focussed on community-based approaches and social marketing campaigns as the most appropriate form of intervention. However there is limited evidence in support of substantial effectiveness of such interventions. Discussion To date there is little evidence that community-based interventions and social marketing campaigns specifically targeting obesity provide substantial or lasting benefit. Concerns have been raised about potential negative effects created by a focus of these interventions on body shape and size, and of the associated media targeting of obesity. Summary A more appropriate strategy would be to enact high-level policy and legislative changes to alter the obesogenic environments in which we live by providing incentives for healthy eating and increased levels of physical activity. Research is also needed to improve treatments available for individuals already obese.

Social TV: How Social Media Activity Interacts With TV Advertising

Directory of Open Access Journals (Sweden)

Fossen Beth L.

2017-11-01

Full Text Available Social TV is the simultaneous consumption of television alongside social media chatter about the programming. This topic is highly relevant for marketers. Usually it is considered as a bad thing for TV advertisers. While there can be distraction from the ads, marketers can also benefit from positive effects. Consumers’ multiscreen activities can be used to attract more viewers, to leverage TV campaigns and to increase sales. This chatter creates free exposure for the brand online, extends the reach of television ad campaigns to the online space, and offers real-time feedback to advertisers on how their ads are being received. To take advantage of social TV, marketers need to develop a social media and ad design strategy for TV shows. Not every “social show” is good for them. Many programs receive a high volume of program-related chatter at the expense of advertiser-related word-of-mouth, but some programs generate high levels of online conversations that can also benefit their advertisers. Marketers are well served to identify those programs that are conducive to advertiser-related chatter. Also, specific ad designs can further encourage buzz.

36 CFR 327.17 - Advertisment.

Science.gov (United States)

2010-07-01

... 36 Parks, Forests, and Public Property 3 2010-07-01 2010-07-01 false Advertisment. 327.17 Section 327.17 Parks, Forests, and Public Property CORPS OF ENGINEERS, DEPARTMENT OF THE ARMY RULES AND... § 327.17 Advertisment. (a) Advertising and the distribution of printed matter is allowed within project...

The promotion of phisical activity in shockvertising campaigns

Directory of Open Access Journals (Sweden)

Widawska-Stanisz Agnieszka

2017-06-01

Full Text Available Preferring passive life style and the problems with obesity eventuating from this fact, have become very common in many countries. According to research, the physical activity of Poles turns out to be under the average for EU countries. (Sport activity of Poles, 2015, p.3 The promotion of physical activity is one of the most important tasks of public health. The publicity of physical activity, habits of caring for health and wellbeing should be realized by national and local authorities, media and organisations connected w sport and recreation. Next, there are subjects providing sport- recreation services, which use properly worked out marketing programs, apart from purely business goals, they can also become the promoters of physical activity. The aim of this article is to present shocking advertisement as the part of social campaigns influencing the changing the passive lifestyle for the active one. Shown in this article research was conducted among students of one university. The goal of research was the assessment of emotions which were aroused by showing examples of campaigns and their influence on the willingness to take up physical activities by the youth. The article contains the examples of campaigns and the results of research into using this kind of actions among young people. It was assumed, that the showing shocking messages concerning the consequences of lack physical activity, influences on taking up such activity by young people.

36 CFR 1005.1 - Advertisements.

Science.gov (United States)

2010-07-01

... 36 Parks, Forests, and Public Property 3 2010-07-01 2010-07-01 false Advertisements. 1005.1 Section 1005.1 Parks, Forests, and Public Property PRESIDIO TRUST COMMERCIAL AND PRIVATE OPERATIONS § 1005.1 Advertisements. Commercial notices or advertisements shall not be displayed, posted, or distributed within the area administered by the Presidio...

The impact of media campaigns on smoking cessation activity: a structural vector autoregression analysis.

Science.gov (United States)

Langley, Tessa E; McNeill, Ann; Lewis, Sarah; Szatkowski, Lisa; Quinn, Casey

2012-11-01

To evaluate the effect of tobacco control media campaigns and pharmaceutical company-funded advertising for nicotine replacement therapy (NRT) on smoking cessation activity. Multiple time series analysis using structural vector autoregression, January 2002-May 2010. England and Wales. Tobacco control campaign data from the Central Office of Information; commercial NRT campaign data; data on calls to the National Health Service (NHS) stop smoking helpline from the Department of Health; point-of-sale data on over-the-counter (OTC) sales of NRT; and prescribing data from The Health Improvement Network (THIN), a database of UK primary care records. Monthly calls to the NHS stop smoking helpline and monthly rates of OTC sales and prescribing of NRT. A 1% increase in tobacco control television ratings (TVRs), a standard measure of advertising exposure, was associated with a statistically significant 0.085% increase in calls in the same month (P = 0.007), and no statistically significant effect in subsequent months. Tobacco control TVRs were not associated with OTC NRT sales or prescribed NRT. NRT advertising TVRs had a significant effect on NRT sales which became non-significant in the seasonally adjusted model, and no significant effect on prescribing or calls. Tobacco control campaigns appear to be more effective at triggering quitting behaviour than pharmaceutical company NRT campaigns. Any effect of such campaigns on quitting behaviour seems to be restricted to the month of the campaign, suggesting that such campaigns need to be sustained over time. © 2012 The Authors, Addiction © 2012 Society for the Study of Addiction.

Nuclear lobby group launches television ad campaign

International Nuclear Information System (INIS)

1992-01-01

Nuclear power is the green wave of the future, according to a television advertising campaign launched by Canada's nuclear industry and designed to help counter the anti-nuclear messages delivered by groups such as Green peace and Energy Probe

36 CFR 5.1 - Advertisements.

Science.gov (United States)

2010-07-01

... 36 Parks, Forests, and Public Property 1 2010-07-01 2010-07-01 false Advertisements. 5.1 Section 5.1 Parks, Forests, and Public Property NATIONAL PARK SERVICE, DEPARTMENT OF THE INTERIOR COMMERCIAL AND PRIVATE OPERATIONS § 5.1 Advertisements. Commercial notices or advertisements shall not be displayed, posted, or distributed on federally owned o...

The Volume Of TV Advertisements During The ACA's First Enrollment Period Was Associated With Increased Insurance Coverage.

Science.gov (United States)

Karaca-Mandic, Pinar; Wilcock, Andrew; Baum, Laura; Barry, Colleen L; Fowler, Erika Franklin; Niederdeppe, Jeff; Gollust, Sarah E

2017-04-01

The launch of the Affordable Care Act was accompanied by major insurance information campaigns by government, nonprofit, political, news media, and private-sector organizations, but it is not clear to what extent these efforts were associated with insurance gains. Using county-level data from the Census Bureau's American Community Survey and broadcast television airings data from the Wesleyan Media Project, we examined the relationship between insurance advertisements and county-level health insurance changes between 2013 and 2014, adjusting for other media and county- and state-level characteristics. We found that counties exposed to higher volumes of local insurance advertisements during the first open enrollment period experienced larger reductions in their uninsurance rates than other counties. State-sponsored advertisements had the strongest relationship with declines in uninsurance, and this relationship was driven by increases in Medicaid enrollment. These results support the importance of strategic investment in advertising to increase uptake of health insurance but suggest that not all types of advertisements will have the same effect on the public. Project HOPE—The People-to-People Health Foundation, Inc.

Advertising Viewed as a Marketing and Communication Strategy Tool

Directory of Open Access Journals (Sweden)

А S Brayovitch

2010-12-01

Full Text Available The article touches upon the role of advertising in the contemporary living environment of an individual and society. The technology of copy preparation (the use of metaphors, humour, segmentations, speech patterns, etc. is exposed. The planning of advertising campaign, its differentiation on various grounds and the close connection with the globalization process in the contemporary world are also examined.

Non-advertising program in promoting nuclear power in Finland

International Nuclear Information System (INIS)

Ruuskanen, Antti

1989-01-01

In Finland, there are two nuclear power plants with four reactors totalling about 2 200 MWe. The oldest reactor has been operating just over ten years. In the Finnish power supply the share of nuclear power makes up one third. The optimum would be about 40%. Based on energy and nuclear attitude surveys showed that these issues are not independent in the society. Quite the opposite, the nuclear attitudes especially are tightly connected to general views like the pessimism toward the future, the credibility of large institutions, or politics, the acceptability of continuous economic growth, etc. The role of technical or economic facts, we engineers love, is found to be small, too. To change people's nuclear attitude one should be able to influence all the complex issues related to nuclear power. In theory, this is possible by ads. In that case the campaigning ought to be huge, it should last for years, and still would have basic question marks. The first question is how credible people see ads, in general, and, especially, in case of highly disputed and societal issues. Although there have been some educational ad campaigns in Finland, nuclear campaign would be a step to the unknown. Knowing that the nuclear attitudes are tightly connected to very many and quite stable societal views, and seeing the basic difficulties with ads, it is clear to me that there is no other way of promoting nuclear energy than a long and continuous public debate involving. Referring to the nuclear attitude survey results in Finland, advertising is not the solution to win the public confidence. Nuclear industry must be active in other ways than promoting nuclear power by advertising. This was the Finnish opinion. The nuclear issue is national in the sense that no country can copy models from other countries without carefully considering the local circumstances. So, in other countries there may be situations where other kinds of actions are called for

Non-advertising program in promoting nuclear power in Finland

Energy Technology Data Exchange (ETDEWEB)

Ruuskanen, Antti [Department of Information, Imatran Voima Oy (IVO) (Finland)

1989-07-01

In Finland, there are two nuclear power plants with four reactors totalling about 2 200 MWe. The oldest reactor has been operating just over ten years. In the Finnish power supply the share of nuclear power makes up one third. The optimum would be about 40%. Based on energy and nuclear attitude surveys showed that these issues are not independent in the society. Quite the opposite, the nuclear attitudes especially are tightly connected to general views like the pessimism toward the future, the credibility of large institutions, or politics, the acceptability of continuous economic growth, etc. The role of technical or economic facts, we engineers love, is found to be small, too. To change people's nuclear attitude one should be able to influence all the complex issues related to nuclear power. In theory, this is possible by ads. In that case the campaigning ought to be huge, it should last for years, and still would have basic question marks. The first question is how credible people see ads, in general, and, especially, in case of highly disputed and societal issues. Although there have been some educational ad campaigns in Finland, nuclear campaign would be a step to the unknown. Knowing that the nuclear attitudes are tightly connected to very many and quite stable societal views, and seeing the basic difficulties with ads, it is clear to me that there is no other way of promoting nuclear energy than a long and continuous public debate involving. Referring to the nuclear attitude survey results in Finland, advertising is not the solution to win the public confidence. Nuclear industry must be active in other ways than promoting nuclear power by advertising. This was the Finnish opinion. The nuclear issue is national in the sense that no country can copy models from other countries without carefully considering the local circumstances. So, in other countries there may be situations where other kinds of actions are called for.

The public and nuclear matters

International Nuclear Information System (INIS)

O'Riordan, Timothy

1987-01-01

The nuclear industry has an image problem and is facing a major crisis of public confidence. The solution lies not merely in better public relations and advertising campaigns, but in a fundamental reassessment of electricity management, a comprehensive re-examination of the economics of electricity use and generation and, in all probability, a shift towards more public-friendly reactor designs. Over the next decade the industry faces two great forces: the power of public opinion and the momentum of inherent technological advance. Somehow these two elements have to be guided so that they complement each other. This article aims to show how this might be achieved. (author)

The role and utilisation of public health evaluations in Europe: a case study of national hand hygiene campaigns

Science.gov (United States)

2014-01-01

Background Evaluations are essential to judge the success of public health programmes. In Europe, the proportion of public health programmes that undergo evaluation remains unclear. The European Centre for Disease Prevention and Control sought to determine the frequency of evaluations amongst European national public health programmes by using national hand hygiene campaigns as an example of intervention. Methods A cohort of all national hand hygiene campaigns initiated between 2000 and 2012 was utilised for the analysis. The aim was to collect information about evaluations of hand hygiene campaigns and their frequency. The survey was sent to nominated contact points for healthcare-associated infection surveillance in European Union and European Economic Area Member States. Results Thirty-six hand hygiene campaigns in 20 countries were performed between 2000 and 2012. Of these, 50% had undergone an evaluation and 55% of those utilised the WHO hand hygiene intervention self-assessment tool. Evaluations utilised a variety of methodologies and indicators in assessing changes in hand hygiene behaviours pre and post intervention. Of the 50% of campaigns that were not evaluated, two thirds reported that both human and financial resource constraints posed significant barriers for the evaluation. Conclusion The study identified an upward trend in the number of hand hygiene campaigns implemented in Europe. It is likely that the availability of the internationally-accepted evaluation methodology developed by the WHO contributed to the evaluation of more hand hygiene campaigns in Europe. Despite this rise, hand hygiene campaigns appear to be under-evaluated. The development of simple, programme-specific, standardised guidelines, evaluation indicators and other evidence-based public health materials could help promote evaluations across all areas of public health. PMID:24507086

Sacred and profane view of Christmas in advertising

OpenAIRE

Mădălina MORARU (BUGA)

2013-01-01

This article investigates the way seasonal advertising campaigns convey the paradoxical relationship between sacred and profane views of Christmas. The following research reveals the differences between commercialized and religious Christmas celebrations by analyzing the advertisements running on the Romanian market between November 15th and December 25th, 2012. The present study focuses on the following topics: the values promoted by both local and international brands, the sacred mindset ve...

Is billboard advertising beneficial for healthcare organizations? An investigation of efficacy and acceptability to patients.

Science.gov (United States)

Fortenberry, John L; McGoldrick, Peter J

2010-01-01

The healthcare industry is increasingly turning to billboard advertising to promote various medical services, yet little attention has been directed toward understanding the performance and policy implications of billboard advertising from the perspective of the patients targeted. To shed light on this, we initiated a field experiment investigating the impact of an urgent care center's billboard advertising campaign, collecting primary data over a 32-day period at the center's two clinics. Over the course of the billboard campaign, perspectives from 1,640 patients were collected via questionnaire. Institutionally supplied business metrics were also monitored. Our principal findings indicate that billboard advertisements are noticed by patients, favorably viewed by patients, and effective across the sequence of steps leading to patient patronage. Enhancement of awareness exerts the most powerful influence on patronage, but the capacity to inform consumers is also highly significant. These effects are not limited to new patients, as many returning clients were made more aware of the clinics and were influenced by the campaign. The study offers insights for creative billboard treatments and campaign planning. Although effects remained strong throughout the campaign, some degree of "wearout" was evident after three weeks, which suggests the need to rotate billboards frequently and to consider digital billboards. Corner tabs--small announcements sometimes placed in the corners of billboard advertisements--proved largely ineffective as a promotional device and may clutter the central messages. Given these findings, we believe healthcare institutions are justified in using billboards, as they perform effectively and appear relatively free of controversy. Careful planning of creative billboard treatments and appropriate scheduling patterns are essential to maximize their communications potential.

Reflections of Culture: An Analysis of Japanese and American Advertising Appeals.

Science.gov (United States)

Mueller, Barbara

A study examined the advertising of Japan and the United States to determine if commercial messages reflect the cultural values of a particular society, thereby indicating the need for specialized campaigns. It was hypothesized that the majority of Japanese advertisements would use the traditional appeals of group, consensus, soft sell, veneration…

English in Advertising: Generic Intertextuality in a Globalizing Media Environment

Science.gov (United States)

Kuppens, AN H.

2010-01-01

Across the globe, the use of English is a popular advertising technique. The ever expanding body of studies on this topic has revealed a number of explanations for the use of English in the advertising. It can be related to the larger marketing strategy of a campaign, to the cultural connotations English carries, or English can be used for…

Twitter analysis of California's failed campaign to raise the state's tobacco tax by popular vote in 2012.

Science.gov (United States)

Feng, Miao; Pierce, John P; Szczypka, Glen; Vera, Lisa; Emery, Sherry

2017-07-01

The rapid diffusion of social media in the past decade has allowed community members to sway the discourse on elections. We use analyses of social media to provide insight into why the strong public support 1 year prior to the election did not result in an increased tobacco tax from the 2012 California Proposition 29 vote. Using the Twitter historical Firehose, we chose all tweets on Proposition 29 posted between 1 January and 5 June 2012 differentiating between early and late campaign periods. Tweets were coded for valence, theme and source. We analysed metadata to characterise accounts. Television ratings data in 9 major California media markets were used to show the strength of the 2 campaigns. 'No on 29' launched television advertising earlier and with much higher household gross rating points (GRPs) than the 'Yes on 29' campaign. Among 17 099 relevant tweets from 8769 unique accounts, 53% supported Proposition 29, 27% opposed and 20% were neutral. Just under half (43%) were from accounts affiliated with the campaigns. Two-thirds of campaign messages originated outside California. The 'Yes' campaign focused on simple health messages, which were equally represented in both campaign periods. However, anti-tax tweets increased at relative to pro-tax tweets in the second period. Although the Prop 29 campaigns did not effectively engage the Californian twitter communities, analysis of tweets provided an earlier indication than public polls of the loss of public supporting this election. Prospective Twitter analysis should be added to campaign evaluation strategies. Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to http://www.bmj.com/company/products-services/rights-and-licensing/.

Providence Sponsors Diocesan Teacher Recruiting Campaign.

Science.gov (United States)

Dygert, William

2001-01-01

Addresses the issue of teacher recruitment in Providence, Rhode Island. Explains that the Catholic education staff designed a campaign that involved creating marketing materials, advertising in daily newspapers, and holding job fairs and open houses. Stresses the importance of promoting teaching at Catholic schools as both rewarding and…

Evaluation of an Online Campaign for Promoting Help-Seeking Attitudes for Depression Using a Facebook Advertisement: An Online Randomized Controlled Experiment

OpenAIRE

Hui, Alison; Wong, Paul Wai-Ching; Fu, King-Wa

2015-01-01

Background A depression-awareness campaign delivered through the Internet has been recommended as a public health approach that would enhance mental health literacy and encourage help-seeking attitudes. However, the outcomes of such a campaign remain understudied. Objective The main aim of this study was to evaluate the effectiveness of an online depression awareness campaign, which was informed by the theory of planned behavior, to encourage help-seeking attitudes for depression and to enhan...

Advertising between Archetype and Brand Personality

Directory of Open Access Journals (Sweden)

Clemens Bechter

2016-06-01

Full Text Available The aim of the paper is the alignment of C.G. Jung’s (1954 archetypes and Aaker’s (1997 brand personality framework in the context of advertising. C.G. Jung’s theories had a tremendous impact on psychology. David Aaker and his daughter Jennifer are seen by many as the branding gurus. Despite the fact that both frameworks refer to persons/personalities there is no publication linking the two frameworks. Our research tried to fill this gap by developing a joint framework combining Jung’s and Aaker’s attributes and apply it by analyzing two distinctively different TV commercials from Asian hotel chains. A total of 102 Executive MBA students had to watch both TV commercials and then conduct an Archetype (C.G. Jung Indicator test and rate Brand Personality (Aaker traits of the two commercials. Results show that there is common ground. This has implications for advertisers who may want to specify an archetype and related personality attributes for their promotional campaigns. Game changers in the hospitality sector may want to be seen as Outlaw whereas established hotel chains may position themselves as Lover with personality attributes such as welcoming, charming, and embraced.

The Effect of Media on Charitable Giving and Volunteering: Evidence from the "Give Five" Campaign

Science.gov (United States)

Yoruk, Baris K.

2012-01-01

Fundraising campaigns advertised via mass media are common. To what extent such campaigns affect charitable behavior is mostly unknown, however. Using giving and volunteering surveys conducted biennially from 1988 to 1996, I investigate the effect of a national fundraising campaign, "Give Five," on charitable giving and volunteering patterns. The…

Political Broadcast Advertising and Primary Election Voting

Science.gov (United States)

Wanat, John

1974-01-01

Results of a research project which hypothisized that: Other things being equal, the heavier a candidate's usage of broadcast advertising in a primary election campaign, the greater will be his share of the votes in the election. (Author/HB)

Effect of anti-smoking advertisements on Turkish adolescents.

Science.gov (United States)

Unal, E; Gokler, M E; Metintas, S; Kalyoncu, C

2016-12-12

The aim of the present study was to determine the perception of 10 anti-smoking advertisements in 1434 Turkish adolescents. We used the Effectiveness of the Anti-smoking Advertisements Scale, which included 6 items for each advertisement; each item was assessed on a 5-point Likert-type scale. Multiple logistic regression analysis was used to determine the factors associated with the impact of the advertisements. All the advertisements were more effective for adolescents who had never smoked compared to ex-smokers and current smokers. We also noted that, regardless of age, smoking status decreased the effectiveness of all the advertisements. Previous studies have shown that smokers have a negative attitude towards anti-smoking messages. In the present study, the most effective advertisements among adolescents were those with "Sponge and tar", "Smoking harms in every breath" and "Children want to grow". In conclusion, although anti-smoking campaigns are targeted towards adults, they also have a strong influence on adolescents. The main target population for advertisements should be individuals aged < 15 years who have not yet started smoking.

Comparing online and telephone survey results in the context of a skin cancer prevention campaign evaluation.

Science.gov (United States)

Hollier, L P; Pettigrew, S; Slevin, T; Strickland, M; Minto, C

2017-03-01

A large proportion of health promotion campaign evaluation research has historically been conducted via telephone surveys. However, there are concerns about the continued viability of this form of surveying in providing relevant and representative data. Online surveys are an increasingly popular alternative, and as such there is a need to assess the comparability between data collected using the two different methods to determine the implications for longitudinal comparisons. The present study compared these survey modes in the context of health promotion evaluation research. Data were collected via computer-assisted telephone interviewing and an online panel. In total, 688 and 606 respondents aged between 14 and 45 years completed the online and telephone surveys, respectively. Online respondents demonstrated higher awareness of the advertisement, rated the advertisement as more personally relevant and had better behavioural outcomes compared with the telephone respondents. The results indicate significant differences between the telephone and online surveys on most measures used to assess the effectiveness of a health promotion advertising campaign. Health promotion practitioners could consider the combination of both methods to overcome the deterioration in telephone survey response rates and the likely differences in respondent outcomes. © The Author 2016. Published by Oxford University Press on behalf of Faculty of Public Health. All rights reserved. For permissions, please e-mail: journals.permissions@oup.com.

How effective is advertising in duopoly markets?

Science.gov (United States)

Sznajd-Weron, K.; Weron, R.

2003-06-01

A simple Ising spin model which can describe the mechanism of advertising in a duopoly market is proposed. In contrast to other agent-based models, the influence does not flow inward from the surrounding neighbors to the center site, but spreads outward from the center to the neighbors. The model thus describes the spread of opinions among customers. It is shown via standard Monte Carlo simulations that very simple rules and inclusion of an external field-an advertising campaign-lead to phase transitions.

Citizens United, public health, and democracy: the Supreme Court ruling, its implications, and proposed action.

Science.gov (United States)

Wiist, William H

2011-07-01

The 2010 US Supreme Court Citizens United v Federal Election Commission 130 US 876 (2010) case concerned the plans of a nonprofit organization to distribute a film about presidential candidate Hillary Clinton. The Court ruled that prohibiting corporate independent expenditures for advocacy advertising during election campaigns unconstitutionally inhibits free speech. Corporations can now make unlimited contributions to election advocacy advertising directly from the corporate treasury. Candidates who favor public health positions may be subjected to corporate opposition advertising. Citizen groups and legislators have proposed remedies to ameliorate the effects of the Court's ruling. The public health field needs to apply its expertise, in collaboration with others, to work to reduce the disproportionate influence of corporate political speech on health policy and democracy.

The Effect of Public Service Advertising on Cardiovascular Disease in Korea.

Science.gov (United States)

Jang, Juhyun; Na, Baeg Ju; Lee, Moo-Sik; Seo, Soonryu; Sung, Changhyun; Kim, Hyun Joo; Lee, Jin Yong

2016-08-01

Public Service Advertising (PSA) is a public interest message disseminated in the form of an advertisement communication and its main purpose is to promote public behavioral changes regarding a social issue. Korea Centers for Disease Control and Prevention (KCDC) has been delivering PSA by various media. However, the effect of PSAs has never been evaluated. The purpose of this study was to estimate the effects of broadcasted PSA produced by KCDC on cardiovascular disease (CVD). One thousand adult participants throughout 15 provinces in Korea were chosen through the quota sampling method in 2012. A face-to-face research survey with 13 questions was conducted using a Computer Assisted Personal Interview (CAPI) system. Previous exposure to the PSA message, understanding, and behavioral intention to change was assessed. After watching the PSA, about 75% of participants answered that they could understand the contents well and 70% had willingness to change their behaviors associated with CVD. However, only 24% of participants answered they watched the PSA during the past year. The PSA had positive effects on increasing the level of understanding and intention to change behaviors regarding CVD. However, the level of exposure was low. KCDC should make an effort to increase the public exposure level, which could be an important success factor regarding the PSA. In addition, KCDC should consider customized PSA for vulnerable people such as multi-cultural families, the disabled, and the elderly.

Facebook Advertisements for Inexpensive Participant Recruitment Among Women in Early Pregnancy.

Science.gov (United States)

Arcia, Adriana

2014-06-01

Facebook advertisements were used to recruit nulliparous women in the first 20 weeks of pregnancy for an online survey about their childbirth preferences. A campaign of ads was targeted to women, aged 18 to 44 years, residing in the United States. The ads were viewed 10,577,381 times by 7,248,985 unique Facebook users over 18 weeks in 2011. The ad campaign yielded 6,094 clicks by 5,963 unique users at a mean cost of $0.63 per click and a unique click-through rate of 0.08%. Of those who clicked through to the study site, 18% (n = 1,075) consented to participate. The participant pool was reduced to 344 women after application of strict eligibility criteria. Participants represented 43 states and the District of Columbia, their mean age was 20.9 years (Mdn = 19.0, SD = 4.0), and their mean weeks' gestation was 11.5 (SD = 5.8). The campaign cost was $3,821.81 or $11.11 per eligible participant. © 2013 Society for Public Health Education.

Means, ends and the ethics of fear-based public health campaigns.

Science.gov (United States)

Bayer, Ronald; Fairchild, Amy L

2016-06-01

Controversy has swirled over the past three decades about the ethics of fear-based public health campaigns. The HIV/AIDS epidemic provided a context in which advocacy groups were almost uniformly hostile to any use of fear, arguing that it was inherently stigmatising and always backfired. Although this argument was often accepted within public health circles, surprisingly, the bioethicists who first grappled with this issue in terms of autonomy and coercion in the 1980s were not single-minded: fear could be autonomy-enhancing. But by the turn of the 21st century, as opponents of fear-based appeals linked them to stigmatisation, ethicists typically rejected fear as inherently unethical. The evidence has increasingly suggested that fear-based campaigns 'work.' Emotionally charged public health messages have, as a consequence, become more commonplace. We conclude that an ethics of public health, which prioritises population well-being, as contrasted with the contemporary focus of bioethics on autonomy, provides a moral warrant for ensuring that populations understand health risk 'in their guts.' This, we argue, does not relieve public health authorities from considering the burdens their efforts may impose on vulnerable populations. Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to http://www.bmj.com/company/products-services/rights-and-licensing/

Using a mass media campaign to raise women's awareness of the link between alcohol and cancer: cross-sectional pre-intervention and post-intervention evaluation surveys.

Science.gov (United States)

Dixon, Helen G; Pratt, Iain S; Scully, Maree L; Miller, Jessica R; Patterson, Carla; Hood, Rebecca; Slevin, Terry J

2015-03-11

To evaluate the effectiveness of a population-based, statewide public health intervention designed to improve women's awareness and knowledge of the link between alcohol and cancer. Cross-sectional tracking surveys conducted pre-intervention and post-intervention (waves I and III of campaign). Western Australia. Cross-sectional samples of Western Australian women aged 25-54 years before the campaign (n=136) and immediately after wave I (n=206) and wave III (n=155) of the campaign. The 'Alcohol and Cancer' mass media campaign ran from May 2010 to May 2011 and consisted of three waves of paid television advertising with supporting print advertisements. Campaign awareness; knowledge of drinking guidelines and the link between alcohol and cancer; intentions towards drinking. Prompted recognition of the campaign increased from 67% following wave I to 81% following wave III (adjusted OR (adj OR)=2.31, 95% CI 1.33 to 4.00, p=0.003). Improvements in women's knowledge that drinking alcohol on a regular basis increases cancer risk were found following wave I (adj OR=2.60, 95% CI 1.57 to 4.30, pawareness of links between alcohol and cancer, and knowledge of drinking guidelines. However, a single campaign may be insufficient to measurably curb drinking behaviour in a culture where pro-alcohol social norms and product marketing are pervasive. Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to http://group.bmj.com/group/rights-licensing/permissions.

Alcohol advertising and youth.

Science.gov (United States)

Saffer, Henry

2002-03-01

The question addressed in this review is whether aggregate alcohol advertising increases alcohol consumption among college students. Both the level of alcohol-related problems on college campuses and the level of alcohol advertising are high. Some researchers have concluded that the cultural myths and symbols used in alcohol advertisements have powerful meanings for college students and affect intentions to drink. There is, however, very little empirical evidence that alcohol advertising has any effect on actual alcohol consumption. The methods used in this review include a theoretical framework for evaluating the effects of advertising. This theory suggests that the marginal effect of advertising diminishes at high levels of advertising. Many prior empirical studies measured the effect of advertising at high levels of advertising and found no effect. Those studies that measure advertising at lower, more disaggregated levels have found an effect on consumption. The results of this review suggest that advertising does increase consumption. However, advertising cannot be reduced with limited bans, which are likely to result in substitution to other available media. Comprehensive bans on all forms of advertising and promotion can eliminate options for substitution and be potentially more effective in reducing consumption. In addition, there is an increasing body of literature that suggests that alcohol counteradvertising is effective in reducing the alcohol consumption of teenagers and young adults. These findings indicate that increased counteradvertising, rather than new advertising bans, appears to be the better choice for public policy. It is doubtful that the comprehensive advertising bans required to reduce advertising would ever receive much public support. New limited bans on alcohol advertising might also result in less alcohol counteradvertising. An important topic for future research is to identify the counteradvertising themes that are most effective with

BNFL's advertising phase II: 'We understand that you are a successful scientific company, but what do you actually do?'

International Nuclear Information System (INIS)

Haskins, Louise

1998-01-01

14 July 1997 with an 80 second television advertisement which ran for eight weeks. This was swiftly followed by a national press advertisement and poster advertisement in the London region only. Research, conducted by independent specialists MORI before and after any significant advertising activity, will indicate how effective the second phase of the campaign has been in shifting public perception positively particularly amongst opinion formers. It will demonstrate whether the key attributes of the company which we have endeavoured to project and instil in the mind of the consumer have in fact been well received. We hope that this case study, using a combination of slides and video clips, will provide a fascinating insight into the development and impact of a campaign which we believe is not only a breakthrough for BNFL but certainly a bold step by the company into uncharted waters. (author)

SHORT ANALYSIS OF COMMERCIAL ADVERTISING

Directory of Open Access Journals (Sweden)

VIRGIL - ION POPOVICI

2015-12-01

Full Text Available In DEX, commercial advertising is defined as the (commercial activity which aimes by advertising (by prints, radio, television, movies, etc., to point out public interest on certain goods, books, show, the use of services etc. A famous, advertised product remains in our memory. Many of us ask somehow annoyed: How some of the brands remain in our memory, although we believe that we are not strongly influenced by advertisements? Interest publicity led to the creation of specialized agencies and organizations at a very broad diversification methods but advertising means.With advertising, the companies using various methods and means of popularizing notify the assortment of goods offered for sale population, of its quality, how to use and the price. In this regard propaganda to persuade consumers through various forms of advertising seeks not only to ensure its capture attention and conversion of formats such motivations in buying certain actions.

A Qualitative Research Regarding the Online Advertising Formats Used by Romanian Companies

OpenAIRE

Acatrinei Carmen

2015-01-01

The present paper offers an in-depth view about the online advertising formats that are used by Romanian companies or digital advertising agencies. The qualitative research based on semi-structured detailed interviews with 12 professionals, took place in Bucharest, in February-March 2015. From the online advertising formats defined by IAB, the Romanian representatives mentioned to promote their organizations or to develop campaigns for their clients by using: search, display, social media, vi...

[Presence and representation of older people in prime-time television advertising: the Spanish case].

Science.gov (United States)

Ramos-Soler, Irene; Carretón-Ballester, M Carmen

2012-01-01

The demographic shift towards aging population generates a series of socioeconomic and cultural changes that are beginning to transform the role and public image of older people. The elderly have become one of the market segments with a greater future. This fact has attracted little scientific interest in the field of advertising communication and for this reason there is little research that is actually looking into this Spain. This research examines the use that is made of the image of the elderly in the television advertising in Spain, looking at the differences between the advertisement dedicated to the targeting people over 65, and those that are not directed at the elderly, but use older people in their content as actors or main characters in the advertisement. A content analysis study was conducted on a sample of 2,065 spots obtained from prime time slots (from 20:30 to 22:30 p.m.) from the five major Spanish television channels (TVE 1, La 2, Tele 5, Antena 3 and Cuatro). Two independent judges coded all the advertisements. The reliability coefficient between judges was 0.91. In general, older people, particularly women, are not very often shown in Spanish advertising. Their presence is much stronger and visible in campaigns which aim their communication strategy at different age groups. In those cases, advertising presents the elderly with a stereotyped, self-interested and traditional image. Copyright © 2011 SEGG. Published by Elsevier Espana. All rights reserved.

Gender Advertisements.

Science.gov (United States)

Goffman, Erving

A heavily illustrated discussion of the ways in which men and women are portrayed in advertisements is presented. The three essays which precede the 56 pages of illustrations discuss gender expressions, characteristics of public and private pictures, and gender commercials. The author notes that advertisements do not depict how men and women…

The impact of the financial crisis on the Romanian advertising market

Directory of Open Access Journals (Sweden)

Radbâţă, A.

2010-12-01

Full Text Available The financial crisis reduces the efficiency of advertising rather than its quantum. Many institutions fail to realize that reducing the quantity of advertisement will not save them from the financial crisis. When companies cut their marketing and advertising budgets, they reduce the exposure of goods and services to the consumers. This is the reason why they see their sales going down significantly. Companies should focus on introducing promotional campaigns and build a long term relationship with their consumers. Throughout the article, the author will present a few favourable solutions to get out of advertising crises.

Upgrading IEC strategy: the happy family coupon campaign.

Science.gov (United States)

Alberto, C S

1976-01-01

The Information, Education and Communication Division of the Family Planning Organization of the Philippines launched a Happy Family Coupon Campaign, a project to test the feasibility and the potential of a scheme whereby materials were distributed in response to individuals' expressed needs and interest. The project aims were: 1) to reach specific target groups, represented by readers of commercially printed materials; 2) to explore the potential of the mail system as a medium for the distribution of family planning materials; 3) to test the effectiveness of commercial publications as a vehicle for creating demand for family planning information; and 4) to secure feedback regarding preferences for the various family planning materials. The campaign had 2 major components: 1) advertising as a means of informing readers about the availability of certain family planning information materils, and 2) mail service as a channel for delivering requested materials to the respondents. 12 types of informational materials were distributed, each written in English, Filipino, and the Ilocano, Cebuano, and Ilongo dialects. These pamphlets and leaflets are described. The campaign drew a total of 24,226 respondents from August 1974 to December 1975. 58.7% of the respondents had 1-4 children, 26.4% had 5 or more children, and the remaining 14.9% gave no information concerning the number of children. It appears that the project has already achieved a measure of success as indicated by: 1) specific target groups were reached, 2) the potential of the mail system as a channel for the distribution of family planning was not confined to the buyers of the publications, 3) the potential of commercial publications as vehicles for creating demand for family planning information was tested, and 4) feedback regarding preferences of various groups for different family planning materials was obtained.

Model-based development and testing of advertising messages

DEFF Research Database (Denmark)

Bech-Larsen, Tino

2000-01-01

The implementation of valid and comprehensible guidelines for message development potentially enhances the effects of advertising messages and improves the possibility of measuring such effects. Moreover, such guidelines also have potential implications for the managerial communication processes...... (client-agency and intra-agency) involved in the development of advertising messages. The purpose of the study described in this paper is to compare the development and effects of two campaign proposals, with the common aim of increasing the consumption of apples among young Danes (18 to 35 years of age......-test with the target group (n=500), as well as interviews with the involved advertising agency and client2 staff....

Análise bioética da propaganda e publicidade de medicamentos Bioethical analysis of drugs advertisement and publicity

Directory of Open Access Journals (Sweden)

Maria José Delgado Fagundes

2007-03-01

Full Text Available Sob a perspectiva da "ética da proteção" e da "bioética de intervenção", a pesquisa analisa a influência das peças publicitárias de medicamentos veiculadas à classe médica na prescrição de medicamentos. Estuda, ainda, a qualidade das informações nas propagandas de medicamentos de venda sob prescrição, antes e depois da Resolução da Diretoria Colegiada da Anvisa - RDC 102/2000, que regulamenta a propaganda de medicamentos no país, bem como discute o papel regulador do Estado na área. Primeiramente, foram entrevistados 50 médicos de Brasília, a fim de examinar como percebem os efeitos da propaganda sobre sua atividade profissional. Em seguida, foram avaliadas 10 peças publicitárias, 5 veiculadas antes e 5 depois da RDC 102/2000. Os resultados permitiram concluir que: a 98% dos médicos recebem visitas regulares de representantes comerciais; b 86% recebem brindes; c 68% crêem na influência direta da propaganda sobre a prescrição; d 14% disseram prescrever medicamentos em função do recebimento de prêmios; e 68% acreditam existir inverdades nas informações das peças publicitárias; f antes da RDC, as informações (contra-indicações, indicações, precauções, cuidados e advertência nas propagandas representava 28% dos casos; após a RDC, foram encontradas informações em 79% dos casos.This study investigates how advertising campaigns for drugs influence drug prescription practices among physicians from a point of view of "protection ethics" and of "intervention bioethics". It also analyzes information quality in advertisements for prescription drugs before and after the ANVISA (National Agency for Sanitary Protection RDC 102/200 Resolution wich regulates drugs advertising as well as discusses the regulating role of the state in this area. A first approach was to interview 50 physicians in Brasília/DF (25 general physicians and 25 surgeons in order to examine how they perceive the effects of advertisement on

Advertising as Insurance or Commitment? Evidence from the BP Oil Spill

OpenAIRE

Lint Barrage; Eric Chyn; Justine Hastings

2014-01-01

This paper explores how advertising impacts the consumer response to news about unobserved product quality. Specifically, we estimate how British Petroleum’s (BP) 2000-2008 “Beyond Petroleum” advertising campaign affected the impact of the 2010 BP oil spill. We find that BP station margins declined by 4.2 cents per gallon, and volumes declined by 3.6 percent after the spill. However, pre-spill advertising significantly dampened the price response in the short-run, and reduced the fraction of ...

Advertising as a communications tool

International Nuclear Information System (INIS)

Aduss, E.L.; Bisconti, A.S.

1990-01-01

Advertising is one component of the US nuclear industry's co-ordinated communications programme aimed at assuring an understanding of nuclear energy's role and benefits. This communication programme, conducted by the US Council for Energy Awareness (USCEA), includes many media and public relations activities, a variety of publications aimed at key audiences, reports, technical analyses, as well as advertising. Advertising enables USCEA to disseminate key information to very broad audiences continuously and consistently

Unwaged Posts in UK Universities: Controversies and Campaigns

Directory of Open Access Journals (Sweden)

Kirsten Forkert

2015-09-01

Full Text Available This article examines unwaged posts at UK universities, using recent examples of advertised job posts. While unpaid work is common in the UK higher education system, unwaged posts are not. The posts under scrutiny in this article differ from traditional honorary titles as they target early career academics, who are unlikely to have a paid position elsewhere, rather than established scholars. The article contextualizes the appearance of these posts in a climate of increasing marketization of higher education, entrenching managerialism in higher education institutions, and the casualization of academic work. We also discuss resistance to the posts, arguing that the controversy surrounding unpaid internships in the creative industries created a receptive environment for resisting unwaged posts in academia. We analyze the campaigns that were fought against the advertisement of the posts, mostly through social media and the University and College Union. We explore the tactics used and discuss the advantages and limitations of the use of social media, as well as the role of trade unions in the campaigns against these posts, and we reflect on what future campaigns can learn from these experiences.

In "Step" with HIV Vaccines? A Content Analysis of Local Recruitment Campaigns for an International HIV Vaccine Study.

Science.gov (United States)

Frew, Paula M; Macias, Wendy; Chan, Kayshin; Harding, Ashley C

2009-01-01

During the past two decades of the HIV/AIDS pandemic, several recruitment campaigns were designed to generate community involvement in preventive HIV vaccine clinical trials. These efforts utilized a blend of advertising and marketing strategies mixed with public relations and community education approaches to attract potential study participants to clinical trials (integrated marketing communications). Although more than 30,000 persons worldwide have participated in preventive HIV vaccine studies, no systematic analysis of recruitment campaigns exists. This content analysis study was conducted to examine several United States and Canadian recruitment campaigns for one of the largest-scale HIV vaccine trials to date (the "Step Study"). This study examined persuasive features consistent with the Elaboration Likelihood Model (ELM) including message content, personal relevance of HIV/AIDS and vaccine research, intended audiences, information sources, and other contextual features. The results indicated variation in messages and communication approaches with gay men more exclusively targeted in these regions. Racial/ethnic representations also differed by campaign. Most of the materials promote affective evaluation of the information through heuristic cueing. Implications for subsequent campaigns and research directions are discussed.

Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements.

Science.gov (United States)

Cartocci, Giulia; Caratù, Myriam; Modica, Enrica; Maglione, Anton Giulio; Rossi, Dario; Cherubino, Patrizia; Babiloni, Fabio

2017-08-28

The evaluation of advertising, products, and packaging is traditionally performed through methods based on self-reports and focus groups, but these approaches often appear poorly accurate in scientific terms. Neuroscience is increasingly applied to the investigation of the neurophysiological bases of the perception of and reaction to commercial stimuli to support traditional marketing methods. In this context, a particular sector or marketing is represented by public service announcements (PSAs). The objective of this protocol is to apply electroencephalography (EEG) and autonomic signal analysis to study responses to selected antismoking PSAs. Two EEG indices were employed: the frontal alpha band EEG asymmetry (the Approach Withdrawal (AW) index) and the frontal theta (effort index). Furthermore, the autonomic Emotional Index (EI) was calculated, as derived from the Galvanic Skin Response (GSR) and Heart Rate (HR) signals. The present protocol describes a series of operational and computational steps required to properly estimate, through the aforementioned indices, the emotional and cerebral reaction of a group of subjects towards a selected number of antismoking PSAs. In particular, a campaign characterized by a symbolic communication style (classified as "awarded" on the basis of the prizes received by specialized committees) obtained the highest approach values, as estimated by the AW index. A spot and an image belonging to the same PSA campaign based on the "fear arousing appeal" and with a narrative/experiential communication style (classified as "effective" on the basis of the economical/health-related improvements promoted) reported the lowest and highest effort values, respectively. This is probably due to the complexity of the storytelling (spot) and to the immediateness of the image (a lady who underwent a tracheotomy). Finally, the same "effective" campaign showed the highest EI values, possibly because of the empathy induced by the testimonial and the

Exposure to Tobacco Advertising, Promotion Among the Adult Population in Vietnam and Its Implications for Public Health.

Science.gov (United States)

Huong, Le Thi Thanh; Long, Tran Khanh; Van Anh, Tran Thi; Tuyet-Hanh, Tran Thi; Giang, Kim Bao; Hai, Phan Thi; Huyen, Doan Thu; Khue, Luong Ngoc; Lam, Nguyen Tuan; Nga, Pham Quynh; Quan, Nguyen The; Linh, Tran Nu Quy; Ha, Nguyen Thanh; Van Minh, Hoang

2017-10-01

The Law on Tobacco Control and the Law on Advertisement prohibit the advertising of any tobacco product in Vietnam. Tobacco promotion and marketing are alsostrictly prohibited. However, the violation of tobacco adverting and promotion is still common in Vietnam. This article aims at describing the exposure to tobacco advertising and promotion among the population aged 15+ years in Vietnam based on the data from the Global Adult Tobacco Survey 2015 from the view of the community, identifying any possible associations between the exposure to tobacco advertising and promotion and other individual factors, and discussing its possible public health implications. A cross-sectional study with the nationwide scale. Secondary data from the Global Adult Tobacco Survey 2015 was explored and analyzed. Chi-square test and multivariate logistic regressions were applied in the data analysis. The most common type of adults' exposure to tobacco advertising and promotion was points of sale (8.6%); 9.8% adults exposure to one source of tobacco advertising and 4.0% of them exposed to one source of tobacco promotion. Around 13.3% of Vietnamese adults were exposed to tobacco advertisement, while 2.0% were exposed to tobacco promotion, 5.3% were exposed to both tobacco advertising and promotion, and 16.6% were exposed to tobacco advertising or promotion. Gender, educational level, age, occupation, marital status, socioeconomic status, location (urban, rural), and current smoking status were associated with the exposure to tobacco advertising, tobacco promotion, tobacco advertising and promotion, and tobacco advertising or promotion. Although there are comprehensive bans on tobacco advertising and promotion in Vietnam, adults aged 15+ years still reported their exposure to tobacco advertising and promotion. There should be a strict enforcement of the ban on tobacco advertising and promotion in Vietnam.

Small town, big campaigns: the rise and growth of an international advertising industry in Amsterdam

NARCIS (Netherlands)

Roling, R.W.

2010-01-01

This paper presents an historical analysis of international advertising by describing four waves of advertising from early twentieth-century Western capitalism. This analysis is necessary to understand the dynamics within the organizational structure of the global advertising industry, with a

The influence of antismoking television advertisements on cessation by race/ethnicity, socioeconomic status, and mental health status.

Directory of Open Access Journals (Sweden)

James M Nonnemaker

Full Text Available Disparities in tobacco use and smoking cessation by race/ethnicity, education, income, and mental health status remain despite recent successes in reducing tobacco use. It is unclear to what extent media campaigns promote cessation within these population groups. This study aims to (1 assess whether exposure to antitobacco advertising is associated with making a quit attempt within a number of population subgroups, and (2 determine whether advertisement type differentialy affects cessation behavior across subgroups. We used data from the New York Adult Tobacco Survey (NY-ATS, a cross-sectional, random-digit-dial telephone survey of adults aged 18 or older in New York State conducted quarterly from 2003 through 2011 (N = 53,706. The sample for this study consists of 9,408 current smokers from the total NY-ATS sample. Regression methods were used to examine the effect of New York State's antismoking advertising, overall and by advertisement type (graphic and/or emotional, on making a quit attempt in the past 12 months. Exposure to antismoking advertising was measured in two ways: gross rating points (a measure of potential exposure and self-reported confirmed recall of advertisements. This study yields three important findings. First, antismoking advertising promotes quit attempts among racial/ethnic minority smokers and smokers of lower education and income. Second, advertising effectiveness is attributable in part to advertisements with strong graphic imagery or negative emotion. Third, smokers with poor mental health do not appear to benefit from exposure to antismoking advertising of any type. This study contributes to the evidence about how cessation media campaigns can be used most effectively to increase quit attempts within vulnerable subgroups. In particular, it suggests that a general campaign can promote cessation among a range of sociodemographic groups. More research is needed to understand what message strategies might work for

The Influence of Antismoking Television Advertisements on Cessation by Race/Ethnicity, Socioeconomic Status, and Mental Health Status

Science.gov (United States)

Nonnemaker, James M.; Allen, Jane A.; Davis, Kevin C.; Kamyab, Kian; Duke, Jennifer C.; Farrelly, Matthew C.

2014-01-01

Disparities in tobacco use and smoking cessation by race/ethnicity, education, income, and mental health status remain despite recent successes in reducing tobacco use. It is unclear to what extent media campaigns promote cessation within these population groups. This study aims to (1) assess whether exposure to antitobacco advertising is associated with making a quit attempt within a number of population subgroups, and (2) determine whether advertisement type differentialy affects cessation behavior across subgroups. We used data from the New York Adult Tobacco Survey (NY-ATS), a cross-sectional, random-digit-dial telephone survey of adults aged 18 or older in New York State conducted quarterly from 2003 through 2011 (N = 53,706). The sample for this study consists of 9,408 current smokers from the total NY-ATS sample. Regression methods were used to examine the effect of New York State’s antismoking advertising, overall and by advertisement type (graphic and/or emotional), on making a quit attempt in the past 12 months. Exposure to antismoking advertising was measured in two ways: gross rating points (a measure of potential exposure) and self-reported confirmed recall of advertisements. This study yields three important findings. First, antismoking advertising promotes quit attempts among racial/ethnic minority smokers and smokers of lower education and income. Second, advertising effectiveness is attributable in part to advertisements with strong graphic imagery or negative emotion. Third, smokers with poor mental health do not appear to benefit from exposure to antismoking advertising of any type. This study contributes to the evidence about how cessation media campaigns can be used most effectively to increase quit attempts within vulnerable subgroups. In particular, it suggests that a general campaign can promote cessation among a range of sociodemographic groups. More research is needed to understand what message strategies might work for those with

The influence of antismoking television advertisements on cessation by race/ethnicity, socioeconomic status, and mental health status.

Science.gov (United States)

Nonnemaker, James M; Allen, Jane A; Davis, Kevin C; Kamyab, Kian; Duke, Jennifer C; Farrelly, Matthew C

2014-01-01

Disparities in tobacco use and smoking cessation by race/ethnicity, education, income, and mental health status remain despite recent successes in reducing tobacco use. It is unclear to what extent media campaigns promote cessation within these population groups. This study aims to (1) assess whether exposure to antitobacco advertising is associated with making a quit attempt within a number of population subgroups, and (2) determine whether advertisement type differentialy affects cessation behavior across subgroups. We used data from the New York Adult Tobacco Survey (NY-ATS), a cross-sectional, random-digit-dial telephone survey of adults aged 18 or older in New York State conducted quarterly from 2003 through 2011 (N = 53,706). The sample for this study consists of 9,408 current smokers from the total NY-ATS sample. Regression methods were used to examine the effect of New York State's antismoking advertising, overall and by advertisement type (graphic and/or emotional), on making a quit attempt in the past 12 months. Exposure to antismoking advertising was measured in two ways: gross rating points (a measure of potential exposure) and self-reported confirmed recall of advertisements. This study yields three important findings. First, antismoking advertising promotes quit attempts among racial/ethnic minority smokers and smokers of lower education and income. Second, advertising effectiveness is attributable in part to advertisements with strong graphic imagery or negative emotion. Third, smokers with poor mental health do not appear to benefit from exposure to antismoking advertising of any type. This study contributes to the evidence about how cessation media campaigns can be used most effectively to increase quit attempts within vulnerable subgroups. In particular, it suggests that a general campaign can promote cessation among a range of sociodemographic groups. More research is needed to understand what message strategies might work for those with poor

Applying an Information Processing Model to Measure the Effectiveness of a Mailed Circular Advertisement.

Science.gov (United States)

1982-01-01

information applicable to marketing and advertising strategy which could be employed by the Navy Resale System. ...considered a good strategy if the consumer has passed through the lower stages in the model. Some advertising campaigns may 9 be targeted primarily at...behavior. In the marketing sense, the final behavior would be the purchase of the advertised product. The behavior will materialize only if the chain

Public attitudes toward depression and help-seeking: Impact of the OSPI-Europe depression awareness campaign in four European regions.

Science.gov (United States)

Kohls, Elisabeth; Coppens, Evelien; Hug, Juliane; Wittevrongel, Eline; Van Audenhove, Chantal; Koburger, Nicole; Arensman, Ella; Székely, András; Gusmão, Ricardo; Hegerl, Ulrich

2017-08-01

Public attitudes toward depression and help-seeking behaviour are important factors influencing depressed people to obtain professional help and adequate treatment. OSPI-Europe is a multi-level suicide prevention programme including a public awareness campaign. It was implemented in four regions of four European countries (Germany, Hungary, Ireland and Portugal). This paper reports the results of the evaluation of the campaign, including its visibility and effects of the campaign on stigma associated with depression and help-seeking behaviour. A representative general population survey (N=4004) including measures on personal stigma, perceived stigma, openness to help, perceived value of help, and socio-demographic variables was conducted in the four intervention and four control regions in a cross-sectional pre-post design. The public awareness campaign was considerably more visible in Germany and Portugal compared to Ireland and Hungary. Visibility was further affected by age and years of schooling. Personal stigma, perceived stigma and openness toward professional help varied significantly across the four countries. Respondents in the intervention regions showed significantly less personal depression stigma than respondents in the control regions after the campaign. Respondents of the intervention region who were aware of the campaign reported more openness toward seeking professional help than respondents who were unaware of it. The OSPI-Europe awareness campaign was visible and produced some positive results. At the same time, it proved to be difficult to show strong, measurable and unambiguous effects, which is in line with previous studies. Public awareness campaigns as conducted within OSPI-Europe can contribute to improved attitudes and knowledge about depression in the general public and produce synergistic effects, in particular when the dissemination of awareness campaign materials is simultaneously reinforced by other intervention levels of a multi